Chinatown is a Chinese translation of the trademarks in a graphical way. It’s a carefully arranged series of artworks showcasing 20 well-known western brand logos with maintained visual and narrative continuity.

Chinatown reflects our branded world of the near future through Chinese letters with the classical neon sign style of China. It uses basic words for translation, such as “Caramel Macchiato” for “Starbucks” in order to maintain the visual continuity. By arranging the words this way, Chinatown pushes viewers to ask themselves what it means to see, hear, and become fully aware. Chinatown also demonstrates our strangeness to 1,35 billion people in the world, when you can’t read Chinese.

All of the brand logos are converted to neon style spot colours and line-based variations. Indeed, neon lights are not used as a medium but as a cultural symbol, which represent the aesthetic codes of China.

Medium size, Edition of 25
60x60 cm, C-Type Print, Fuji Crystal Archive Pearl Paper
Optional Diasec Mounted (5mm Clear / Dibond + Subframe)

X-large size, Edition of 5
120x120 cm, C-Type Print, Fuji Crystal Archive Pearl Paper,
Diasec Mounted (5mm Clear / Dibond + Subframe)

© 2012 / 2014
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