Probably the deepest transformation process in today's world, the one which is in the background of many other superficial phenomena, is the move from a world understood as a series of nation-states (or other political regimes) to another based on multinational corporations. From a world in which the binding substance is the transfer of sovereignty in the form of representative democracy to another in which the transfer is that of the capital. From a world based on political alliances with other nations to another in which the forces of global capital govern. Yet capitalism seems to systematically need the use of traditional symbols, in such a way that the gap between signifiers and signifieds grows bigger than ever, that their ties weaken more and more.
Although the Parthenon of Athens was originally a religious building, its political context and the reuse of the codes of Greek architecture throughout Western Art History made it the privileged symbol of the nation-state and the democracy. Therefore, we propose to reinterpret this unique architecture according to the new forces of global capitalism. Thus, the classic order, which reached in the Parthenon a compositional summit, would be here replaced by the most powerful corporations of the world according to Fortune list. Each corporation will occupy a volume in the facade corresponding to its actual revenues. Thus, the classical paradigm based on the legal order and the harmonious proportionality will be opposed here to another paradigm based on productivity competition and its resulting non-linear and non-intentional proportionalities.
Images of installation [aw], Arte Laguna Prize 2014, Arsenale, Venice, Italy, with the collaboration of Luca Cuozzo, Ida Koitila, Camila Rhodi, Sadie Weis, Wiz&Sairon and others.