The Abyss is a modern philosopher’s stone, that cross references cheap product descriptions found on-line, into brand personalities for potential products and brands. The artwork constantly reinvents names of potential brands through combining descriptions of cheap items on sale on amazon.co.uk and ebay.co.uk, with an equal number of ameliorative synonyms and a selection of the most used adjectives of the last twenty years of advertising communication.
In so doing it tries to forecast future trends in the market by creating brand personality traits for products that don’t exist yet and it invites us to reflect on the way branding exploits human desire and commodifies emotions for private profit.
