Plamen Dejanoff

Bulgaria-Austria, 1970

Renowned for his works which spark a short circuit between the art world and the economic market, studied at the Academy of Applied Arts in Sofia and the Academy of Fine Arts in Vienna. From 1994 to 2000 he established a long partnership in both life and work with Swetlana Heger (Brno 1968), creating an artistic company which participated in numerous collective exhibitions, including the 2nd Berlin Biennial. Their most notable project together was Quite Normal Luxury, 1999, a piece that consisted largely of a contract with BMW that traded brand exposure for the artists’ use of a new Z3 Roadster.

Since 2001, Plamen has individually continued to explore the themes previously tackled in collaboration with Heger, focusing on the relationship between culture and economy, art and market and, by extension, reaching a fusion of art and life. His strategy is much closer to the production dynamics of large multinationals than to the working process of an artist. He analyses the mechanisms of corporations –from production to consumption– in order to centre his work on communication. This reflection on the close ties between art and the economy extends to his personal life, with a global rebranding of his image through a communication campaign, leading to a modification of his surname itself, from Dejanov to Dejanoff.

Represented by Pink Summer.