The exhibition has the unusual title: SOFIA CITY ART GALLERY, PLAMEN DEJANOFF, BORIS KOSTADINOV, EMANUEL LAYR GALLERY, AUSTRIAN EMBASSY SOFIA.
Usually such an informative text is placed under the original title of one or another museum exhibition but in this case it is essential.
The reason lies in the specific approach of Plamen Dejanoff as an artist who manipulates and transforms the language of the corporate world, the economy of art, principles of advertising and thus critical comments the foundations of the neo-liberal society.
In this project the organizers of the exhibition are displayed in alphabetical order and this title reminds an "advertising campaign" with a specific textual "teaser".
The text is imprinted on a large banner - on the facade of the Sofia City Art Gallery. Furthermore, the artist puts numerous posters with the same content at different key locations in the city - galleries, bookstores, theaters, restaurants, cafes...
What are the aims of this campaign? It should disclose the idea of creating a Center for Contemporary Art in a wonderful old house in Arbanassi village.
The house was built in 1480 and is the first house in Bulgaria, which has its own bathroom. Its wood carvings are remarkable. They were at the heart of the exhibition “Foundation Requirements” at the 21er Haus museum in Vienna last year.
The exhibition SOFIA CITY ART GALLERY, PLAMEN DEJANOFF, BORIS KOSTADINOV, EMANUEL LAYR GALLERY, AUSTRIAN EMBASSY SOFIA asks questions to the general public about its understanding of the importance of contemporary art in the contemporary Bulgarian context and the private initiatives for its encouragement.
Curator Boris Kostadinov