Pip Greenaway's 'Too Much to Swallow' Blends Video and Retail Critique
Pip Greenaway's graduation project, titled 'Too Much to Swallow,' presents an immersive architectural installation that revolves around a three-channel video presentation. This installation recreates the ambiance of a retail space, showcasing filmed shop windows from cities such as London, Paris, Berlin, The Hague, and Amsterdam. These alluring storefronts represent the themes of desire and consumption in modern urban environments. A recurring character, portrayed by the artist herself, obsessively chews gum until she ultimately embodies the product she consumes. Greenaway employs chewing gum as a symbol of overconsumption: initially enticing, it rapidly loses its charm, yet remains hard to discard. The sound design plays a crucial role, featuring an ASMR-inspired soundscape that evolves throughout the installation.
Key facts
- Pip Greenaway created 'Too Much to Swallow' as a graduation project.
- The installation is built around a three-channel video work.
- It reconstructs the atmosphere of a retail interior.
- Filmed shop windows come from London, Paris, Berlin, The Hague, and Amsterdam.
- The artist plays a recurring figure who chews gum compulsively.
- Chewing gum serves as a metaphor for overconsumption.
- An ASMR-inspired soundscape is a central element.
- The installation is immersive and architectural.
Entities
Artists
- Pip Greenaway
Locations
- London
- Paris
- Berlin
- The Hague
- Amsterdam