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Proximinus, 2019
Vitrine of the fake Proximus point of sale (Brussels)

If one pays close attention while wandering in the streets of Brussels, they will notice the omnipresence of Proximus—a Belgian telecom company—cross logo. From bus stop advertising, to optical fiber cabinets, to manhole covers; the brand has visually colonized the whole city and beyond. Mimicking Proximus’ point of sales visual merchendizings, I have set up a fake one in a commercial street, wherein all products for sale and consumerist informations from promotional objects had dissapeared. The project wanted to challenge the passersby’s perception but also to reveal the pictural and aesthetic potentials of promotional objects, which became abstract paintings and/or sculptures.