Objects of Desire (Moodlight)

The objective of ‘Objects of Desire’ was to position art as the central object of desire in an ad-like campaign using the same techniques utilised by luxury brands.

Number of photographs of the artwork ‘TIME!’ were staged in the artist’s studio in Singapore, using luxury goods and jewelry from brands like Cartier, Gucci, Fendi, Louis Vuitton, Versace, Dior, Hermès, and Veuve Clicquot*. The shoot was inspired by ad campaigns of luxury goods, as well as social media phenomenon such as the 'Flaunt your wealth challenge' that conquered Asia and depicted people supposedly falling out of their cars, yachts and private jets, surrounded by a pool of luxury goods. The difference being, that in this case Mihov positions art as the central object of desire, creating an interesting paradox with an art piece commenting on the chase and trappings of luxury, yet placed as the focal point in the position of a luxury-like object. All objects in the photograph are real physical objects, including the falling dollar bills, which were shot from a platform set up above the art work stage.

This works is 1/1 NFT, based on the artists photograph file 7332. *The brands credited are not official sponsors