Juan Ortiz-Apuy, Twist of the Lime, Inkjet prints, digital collages using stock photography, from the installation Fountain Mist, 2018, photo: Courtesy of the Artist
Juan Ortiz-Apuy: Fountain Mist
In Fountain Mist, Juan Ortiz-Apuy uses stock images and objects to explore ideas of animism, commodity fetishism, and sympathetic magic. Borrowing from the visual language of advertising and product display, Ortiz-Apuy orchestrates a fascinating mise en scène in which clichés of freshness, naturalness, exoticism, and purity join empty bottles and dispensers, stock photographs, 3D models, and components from IKEA’s BESTÅ storage system series. Together they enact the spectacular drama of the commodity form, through which consumer products appear to be autonomous, living creatures with feelings and agency, while the life-force that goes into producing them is obscured and forgotten.