They Love the Idea of Me

"they love the idea of me" is a catalog constructing the world of a fictional protagonist named Mia. Mia’s born from an imaginary setting and merged with characteristics of the brand archetypes "naive" and "innocent". Navigating the objects and images present(ed), the catalog lures into fantasizing about the absent inhabitant of this topography of clothing, decoration, furniture and household devices. The selection of things and situations in Mia’s fictional spaces aims to render a hyper-realistic scenario and detailed impersonation of her as the archetype, that at the same time transcends to a blueprint of a character fit for Western neoliberal paradigms.

Berlin, August 2023; eds. Morgane Billuart & Jonas Morgenthaler, GD by Paula Buškevica, proofread by Adriana Lasheras Mabanta; with the kind support of the Swiss Embassy in Germany, Kulturfonds - Swiss Federal Office of Culture BAK & Pro Helvetia / AiR Berlin Alexanderplatz (ABA), with contributions from Jonas Morgenthaler, Content y Contenido, Masha Ryabova, Mira Samonig, Carmen Lael Hines, Millie Rose Dobree, Klara Debeljak, Anna Rimmel, Enzo Ait Kaci & Morgane Billuart