“The work of Superflex is about
social-economic practice. Unlike many visual artists, we don’t offer
criticisms or critiques, we propose real solutions to real problems”
Bjornstjerne Christiansen, Rasmus Nielsen, Jakob Fenger form the Copenhagen based art collective SUPERFLEX. They have worked together for fifteen years. The focus of SUPERFLEX’s exhibition at ARTSPACE, If Value, Then Copy is on copyright issues. Exploring concepts around branding, ownership of products, images and ideas, their ongoing practice in this area includes projects such as Guaraná Power. For this project SUPERFLEX worked with farmers in the Brazilian Amazon to create a drink called Guaraná Power, this involved the formation of a new brand that closely followed and yet subtly challenged the leading brand, whose monopoly on the market was impinging on the rights and conditions of the local farmers.
SUPERFLEX are committed to questioning dominant world power relationships and developing economically viable structures for specific communities. Their strategy includes what they describe as tools:
“The work of SUPERFLEX is about social-economic practice. Unlike many visual artists, we don’t offer criticisms or critiques, we propose real solutions to real problems.” Says Bjornstjerne, who is in Auckland till the end of October. “Our fundamental premise is that there is too much ownership in terms of intellectual property, trademark and copyright laws, and this excess of power needs to be challenged.”