Corporations

The trademarks of major multinationals do not ask for our adherence: they envelop us, permeate us, and shape our very way of being. They are not signs of choice, but of conditioning. Coca-Cola, Starbucks, McDonald’s have become the grammar of our everyday life, icons we cannot escape, whichultimately determine our languages, desires, and behaviors.They are no longer symbols of voluntary identification, but of dominant pervasiveness.The works in the Corporations series thus stage the logic of symbolic submission: it is not we who choose those logos, but they who choose us, imposing themselves as modern deities that dictate the rules of our collective imagination.Filippo Tincolini transforms these logos into works of art not to celebrate them, but to measure the extent of our faith in them. He removes them from their habitat to reveal what they have become: great theologies of the everyday.In doing so, he strips the logo of its function as an object of rapid consumption and exposes it in its nakedness, compelling us to look at it as a sign rather than what it claims to represent. This is what Barthes called the denaturalization of myth: bringing to light its constructed and ideological nature.