Written by: Jovita Alvares
Posted on: February 03, 2022 | 
| 中文
Visitors at the Chawkandi Art Gallery (Picture taken from Chawkandi Art Gallery's faceebook page)
As technology and society have developed, so too has the power of advertising. Marketing techniques and narratives have evolved so much so that as a consumer, we have confused our needs with our wants. In other words, objects that we could seemingly have lived without in the past, have now become absolute necessities, without which our lives would fail to continue. This is the vicious trope of consumerism which, through the metaphorical use of the Coca Cola bottle, becomes the leading character for artist, Danish Ahmed’s latest exhibition.
Coke Jaali
Titled ‘The C Word’ the display showcases an array of new and interesting paintings and mix-media pieces by the artist. Danish Ahmed has had an intriguing and fruitful practice that has juxtaposed the geometric, abstraction and conceptual, which he brings forth in his newest works.
In the ‘Ice Cold Sunshine’ series, variations of geometric forms come together, creating designs that are clean, aesthetic and pleasant to look at. This along with his restricted palette of reds, blues and grays, allows him to create a body of work that mirrors the effects that many advertisements use today. With work that is striking and pleasing to the eye, all while having the main character, in this case the bottle, take center stage, the paintings appear to be glorifying the drink, which can also be understood as glorifying the act of consumerism itself. Buying more objects seems like a good thing. But it is only after spending a longer time with Ahmed’s work that the viewer realizes the darker undertones.
I'd Like to Buy the World a Coke (series)
Looking more carefully at each shape, a sinister truth is revealed. Through this exhibition, Ahmed has focused on investigating the degeneration of society through the unhealthy and unprecedented increase of consumerism in the past several decades, as is represented by the multiples of Coke bottles within each artwork.
I'd Like to Buy the World a Coke I (series)
This obsession with having an excessive number of worldly things has not only led to a detachment from our spiritual selves, but also from nature. We have failed to understand how an overconsumption of goods leads to an increased use of natural supplies, and an increased amount of garbage, both of which are damaging the planet at a faster rate than the earth can replenish itself.
The Coke bottle is also amalgamated with geometric patterns reminiscent of Islamic art, as well as cherubs, all symbolizing how this obsession with materialism is so grounded into our conscience that it could be seen as a religion on its own.
Eden I
Ahmed also creates a series of silhouettes, some iconic, all of whom can be seen connected to a Coke bottle. This further highlights the power and spread of this brand, as well as the power of materialism itself. Not only has it managed to trespass borders, the infamous brand has also surpassed timelines, growing more powerful with each coming year.
‘I am a Coke Fan’ is a looped video of five glass bottles of Coke revolving individually and in a circle with increasing speed, until they merge into an almost hypnotic gradient of grays. The works not only plays on the word ‘Fan’, which refers to both the object and the term used for an admirer; it also creates a visual that is laden with multiple meaning. By just watching the revolution of the bottles one realizes how it becomes a symbol of the how Coke, consumerism and capitalism essentially make the world go round. However, when the bottles begin to merge, ideas of subliminal messaging and hypnotic advertising also come through.
I am a Coke Fan
Sitting in a darkened room with this video allows the viewer to immerse themselves into the work, and that becomes a great way for them to truly embrace the essence of the overall exhibition. This video piece is therefore, a standout among the display of works; a piece that is haunting, ubiquitous and layered with truth.
I'd Like to Buy the World a Coke IX (series)
While silhouettes and cherubs meticulously rendered with charcoal, are elements that would please the more traditional aesthete, Ahmed’s geometric pieces that come together to produce non-conventional designs are much more intriguing to look at. There is a sort of strange beauty that draws the viewer in. At the same time, the work stands out among the sea of contemporary art that can be seen in Pakistan, which becomes an increasingly promising trait for the artist’s practice moving forward.
‘The C word’ was displayed at Chawkandi Art Gallery from 27th January to 10th February 2022.
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