![]() ![]() In the following text we’ll try and evaluate a dialectical position: what if contemporary existential violence linked to (first world) immaterial work exploitation is no longer perpetrated through physical borders, but also precisely and conversely through the deliberate blurring of markings, limits, lines? What if this physical lack of boundaries finds an existential counterpoint in the societal blurring between domestic and collective space, between working time and life time, between childhood and adulthood?Īs the symbol of countercultural 1960’s utopia, the exposed, naked body was the most literal expression of the overcoming of Foucault’s disciplinar universe and the so-called “changing of paradigm”. Architecture, he mantains, is never innocent, because even the simple translation of a drawn line into a physical wall can express the material condition for an oppressive act of territorial division, thus identifying the locus for the manifestation of authority and repression. Oftentimes Léopold Lambert has claimed the violent nature inherent of architecture. ![]() Yet it would be misleading if not puritan to target the stunt as the usual “sex sells” example: not only it is frankly hard to detect any sex appeal in the perfectly shaved humankind appearing in the spot, but a deeper digging could reveal the subliminal and perverse way either public institutions and private corporations are hiding work exploitation and new means for profit under pseudo ethical calls for transparency and openness. ![]() The literal message was that Elave had no worrying chemicals in its formulations and therefore “ Nothing to hide” (as asserted through the campaign’s tagline).Ĭuriously enough, in order to promote the safety of the work done in the house, the campaign choose a rather NSFW attitude. The ad showed completely naked laboratory staff technicians wandering, talking and studying in an ethereal-white open work environment, apparently unaware of their nakedness. Some years ago an eye-catching tv commercial for Elave, a skincare products company, provoked a rather discernible YouTube backlash. ![]()
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February 2023
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