Moscow Museum of Modern Art and RuArts gallery present the first museum project by Petr Axenoff, the master of art provocation, an artist, photographer and producer. His topical art projects always arouse fierce arguments and massive public response. He has personal shows in Paris, New York, Milan, Miami and successful restaurant, fashion, and art business projects to his credit. The works by the artist are held in private collections in USA, Europe, and Russia.

The new conceptual project DEADBRAND seriously tackles integration of art into the world of fashion brands. This integration is the product of globalization; brands have become some kind of fetishes, and have come to personify the dream of possessing all the attributes of dolce vita. In works by Petr Axenoff this process has reached its logical climax – deconstruction: familiar symbols have become grave stones, and the fashion industry is buried in the metaphorical necropolis. The images created by the artist are acutely perceived against the background of current pessimistic trends in the global economy. The viewer sees satiated consumerism come to an end, and the author’s vision of a new reality reveals itself in all its destructive beauty.

The death of brands is a shopaholic’s nightmare and an antiglobalist’s dream. Works by Petr Axenoff are ambiguous: subtle irony is felt alongside grief for the perished world of brands, which for many is so dear and so familiar. DEADBRAND project is a real anti-utopia, where joy is inseparable from sorrow, truth from lie, and life from death. But upon leaving this illusory art space and rediscovering the familiar idols, the viewers realize it all has been a game of imagination or a joke. But this joke reveals the fragility of familiar existence.

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