NIKE MAG 2011

The proposed scenography was commissioned by LA MJC for NIKE .
Thy mythic sneaker from the film ”Back to the Future” is a limited edition series

created to raise funds for the Michael J. Fox Foundation, for medical research against Parkinson’s disease.

The mise en scène of the Mag is an echo generating reflections and demultiplications of the object in infinity.
7 pairs of sneakers are suspended in a container made of mirrors.
The objects are lost and in an infinity of mirrors, causing the visitor to lose his notions of spatial reference.
Repetitions, accumulations, the loss of limits.
A single slit permits the vision of the object in luminous variations, oscillationg between between 50 and 650 lux, from obscure darkness to the light of a sunrise.
At times diurnal and mysterious, at times nocturnal and cosmic…
The ultimate object of the Nike house, Mag Fly is a reflection on the place of icons,

the mise en abîme of the object through abstraction, the dissolution of its use and its physical essence.
However, these reflections are doors to the dematerialization of iconic objects, to a questioning and rereading of the “mirror stage” of Lacan.
The “mirror stage” refers to the stage of early childhood development in which a child begins to experience a form of identity.
This stage gives access to three large registers of the psyche: the real, the imaginary and the symbolic.
In this particular room, however, the viewer examines a hall of mirrors where he is strangely absent.

Only the object of consumption reigns.
It is a regressive demonstration of the cult of the sneaker: one’s own identity dissolves in favor of the iconic object,

which takes precedence over reflection, both in the literal and figurative senses.