"Arts Associate" was a performance in which four performers were hired to approach viewers in an empty gallery space as if they were in a retail store. The title of the work resembles “sales associate”. In this project performers pose as sales associates, selling the idea of the artwork, as opposed to a physical thing. Performers explained the concept of the performance to each viewer individually. Each performer started their conversation with greeting sentences, for example: “Hello welcome, has anybody helped you today?”
Each associate delivers the following information:
- Arts Associate refers to the history of dematerialization in the art world, where artists create nonsalable works.
-Essentially, the works that went objectless to create institutional critique.
-References the object of desire, in Lacanian sense: the thing that we can never have.
-Therefore, introducing the work is ‘the work’.