Magenta Dream™ is an ongoing visual research project by artist Alma Alloro. In this project Alloro investigates the notion of branding through the aesthetic of borscht, a soup of Ukrainian origin. The distinctive color of beetroot in borscht, magenta (hex code #FF00FF) is her point of departure into a deconstruction of the product’s identity. The piece shown at S T O R E will take the form of a cooking show filmed in front of a live audience. During the show, chef Alloro will host a mystery guests and engage in conversation with them. Together, they will prepare borscht and talk about Magenta Dream™ – a fictional term used by the artist to describe a spiritual and sensual phenomena that seemingly occurs while making borscht. The public is invited to participate as part of the live audience.
Magenta Dream™ LIVE will take place at S T O R E contemporary Dresden on December 18 and will combine a performance situation with an art installation. After that the studio set will stay open for public view and functions as an installation and art exhibition till January 1st.
Alma Alloro lives and works in Berlin. Her practice explores the interplay between traditional craft mediums and digital culture, examining formal and emotional aspects of modern technology. Her work has been shown at Sommer Gallery, Tel Aviv; Preview Berlin; GLI.TC/H festival in Chicago and Amsterdam; Furtherfield Gallery, London; Transfer Gallery, NYC; Hypersalon, Miami Beach and the Musrara Mix New Media Festival in Jerusalem, among others. Alloro studied art and education at the Midrasha School of Art (Israel) and received her MFA in Art in Public Space and New Artistic Strategies from the Bauhaus University in Weimar, Germany.
“How The Fuck Did I End Up Here” describes the post adolescent state of melancholia: the feeling of being lost while actually being very focused. And the state right before the age of having to define who you are and how what you do is who you are. The first retrospective in a state of flux: the exhilarating force of moving on in the world/a mission, a fear of loss in between random try and error success. The fear of revealing too much but wanting to participate, to be meaningful. Rehearsing success and foreshadowing what will be lost. Overwhelming nostalgia vs. knowing everything is always getting better.
Participating Artists: Alma Alloro, Jennifer Chan, Malte Bartsch, Valeria Drotskaja, Linda Franke, Flaka Haliti, Johannes Makolies, Thiago Parizi, David Schröder, Magnus Sönning
The exhibition follows the series “How The Fuck Did I End Up Here” of 2 exhibitions held at 2012. Its the beginning of a on-going melancholic heading-towards-future program in cooperation with kikimikeoderduke @ Studio Nihil Baxter, Berlin
The opening event was accompanied by V. A mixtape and a zine was published.