Corporate Identity
(Artist Portfolio, KPMG Magazine 2010)
This project attemps to reconcile the opposites of global and personal experience and private and public space through images that juxtapose self and world within the headquarters of Spains largest corporations.... (+)
For the exterior images the system of representation operates through the project, blocking the viewer’s gaze with impenetrability to force the viewer to consider the social and psychological conditions that govern the world we live in. Modern architecture, where the grid serves as an emblem and agent for future utopia, and the abstracting principal behind the grid of the individual subject as a unit in the modernist dream of social organisation, is also structure for the archival model from Marville to Atget to Sander and Evans: a tradition which the artist works within to transform.(1) The absence of people in the interior series of pictures guides the viewer towards a participatory model of occupying private space, in which the photographic image attemps to activate a critical understanding of one’s environment. Seen together, these two series of pictures attempt to sensitize us to global and personal environments, encouraging us to bridge the gulf between ourselves and the institutions that surround us.
1. Maria Hambourg y Douglas Eklund, “The Space of History”, Thomas Struth 1977-2002,
Dallas Museum of Art, 2002.
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