Peach Tree, Ambiguous

Peach Tree, Ambiguous marks Anouk van Klaveren’s second installment in her continuous inquiry about functionality; desire and ceremonial performance. Simulating a tribalized departmentstore, the exhibition showed a wide range of purposefully advertized objects, all blurring the thin line between need and wanting; cause and effect; the voyeur and the exhibitionist. Doused within the realm of commercialized daydreams, Van Klaveren portrays today’s e-environment and its inherent consumer myths. Peach Tree, Ambiguous is a fictional brand with a deliberate ‘yes-man’ work-ethos. Embracing the deranged logic of today’s marketing- and communications cultus, the brand fully outsourced its products’raison d’être by hiring an international team of sales experts, content creators and e-commerce models. Peach Tree, Ambiguous’ products blur the line between physical presence and transcendent value: the moment where value becomes a product and products become their value. Adding an acoustic dimension to the Peach Tree Ambiguous mini-mall, Anouk van Klaveren teamed up with musician/composer Pieter van Vliet to turned the reverberant hall of De Fabriek into an audio- visual event - and a memorable gifting idea too!