Plamen Dejanoff - The Bronze House - Kunstverein - Hamburg

through December 30th 2011

In his work, the artist Plamen Dejanoff often uses marketing strategies from related fields and creates desire by means of sleek and glossy surfaces and stage-setting principles borrowed from the world of consumerism. His approach to these strategies that are apparently foreign to art is a friendly one and can be tied to a lineage that includes artists like Andy Warhol—who must surely be considered the trailblazer—and Jeff Koons. He is, in fact, closer to the latter, as far as the creation of objects and the treatment and handling of their fetishistic character is concerned. Dejanoff is among the artists who deliberately adopt consumerism, economics, media marketing and comprehensive network strategies. He uses their principles and potential to pursue his own goals, but without turning them into their opposite. Instead, his work is informed by a great trust in art, because he does not need to isolate it from other social and economic processes. It can confidently take its place in their midst. Dejanoff’s is an art of action that tries out new ways and possibilities. Affirmative, and all the more effective, revolutions come to light in his work. His projects are often long-term and cannot be looked at outside of the "Dejanoff System."

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