Electric Dreams @ Willow
WILLOW store, Melbourne's GPO
Electric Dreams is a series of light based artworks by Kristin McIver, selected and commissioned to tie in with Willow’s Bachelor Girl collection. The series is a continuation of McIver’s investigation into the manufacturing of desire through advertising.
The works reference the stimulants of desire in our urban environment – its advertising, signage, brands, magazines, packaging, stores, the media, and the use of neon, lighting, and moving image which compete to seduce consumers.
The Electric Dreams series borrows words and phrases from advertising; emblazoning them in neon to seduce the viewer, and contextually subverting the messages to expose the irony within their propositions.
Working within the theme of Bachelor Girl, McIver uses language which draws upon emotional triggers surrounding the dreams and aspirations of an ambitious, thirty-something, modern woman.
The placement of the works within a retail context further subverts the reading, urging the viewer to question - are these artworks or advertisements?
The neon artworks within the Electric Dreams series are inspired by and complement Willow’s Bachelor Girl collection. The colour, forms and typography within each artwork mirrors the structural elements of individual pieces, and draw from the Bachelor Girl colour palette.