The upcoming of mass media in the 20th century, has led to an immense shift in our consumer behaviour. We have built an entire system, an image mediated culture that surrounds the original product. We are in search of a rich diversity in experiences, we are attracted to spectacle, we are seduced by the image. Slowly, we have distanced ourselves from what we actually consume: the object.

The underlying reality is of little importance.

The object is surrounded by a system. A system that signifies. We are absorbed by it. The act may be conscious, or it may not. We are drawn to the orchestration of the object. Its aesthetics appeal to us. These aesthetics guide us. Its image reflects upon us. This image gives us meaning. We are enhanced by it. We are defined by the system.

The underlying reality is of little importance.

This project visualizes the historical developments of our orchestrated appetite. Our food culture and consumerism is studied surfing on the surface of time, reflected in print and on screen.
Mikki Schellevis

Mikki Schellevis

18 september 1990
  1. Artist statement; wat is je specialisme, wat maakt jouw werk uniek?

    At the corner of the street there’s an ice-cream shop screaming truly handmade Italian gelato. The greek pillars ornamenting the bar are made of plaster and the multicoloured lightning reflects on the marbled flour. An extravagant setting that will captivate me every time I pass by.

    In today’s society everything seems more spectacular than ever. Through mass media, we have added layer upon layer of communication. This applies to our social relations, politics, food and our generalized culture. In the arts and design scene, the intense circulation of image on online platforms also results in an unsustainable consumption behaviour. Trends come and go, Pinterest swallowing and spitting everything on repeat, and we get sick of it just as quickly. Pink and tropical fruits have gone viral and infected every magazine, Asian restaurant and Hudson’s Bay shop window. We are consumed by all these aesthetics and these have turned us into blind consumers, being distanced from the origin. We indulge in fake season produce and the avocado is suddenly smashed on every toast. I feel like Disneyland has extended its borders and we’re all part of it.
    As a designer I have a fascination for this orchestra we’ve created around everything we consume. It’s not about the product in its raw form anymore, but about the image representing it. With my work I question our consumption behaviour exploring the border between reality and fiction, between the natural and unnatural, between the physical and non-physical.

  2. Wat zijn je ambities? Wat wil je over vijf jaar bereikt hebben?

    In five years, I hope to have developed my interest in the sustainability of our food culture. To explore my creativity, I'll combine this with a practice in spatial design, questioning trends and aiming for long lasting interiors in the hospitality sector.

  3. Wat is het belangrijkste dat je hebt geleerd tijdens je studie?

    During this study I've developed my specific interests and defined what I want to share with the public. Reading and writing are definitely important tools that enabled me to translate research into form.