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LAST CHANCE So Different, So Appealing

23 January @ 10.00 am - 8.00 pm


An analysis of the aesthetics, rhetorics, and rituals of the real estate industry, unpacking the strategies through which it conjures up its many seductions, aspirations, and desires. The included works use humour, parody, appropriation, and mimesis, uncovering the perverse logic of marketing speak by highlighting its banality or pushing it to the point of absurdity. The promotional is revealed as pathological, pleasing platitudes that mask deep alienation. The perfectly-rehearsed sales pitch devolves into an insane litany. The colonial and racial bases of exotic home décor are wryly laid bare.

Neoliberal real estate is, by definition, transnational, and works in So Different, So Appealing also track its offshore networks. As tools for attracting foreign investment, high end real estate developments frequently market themselves abroad, projecting their aspirational projections across and beyond borders. And migrant workers remit these emergent aesthetics and aspirations alongside their hard-earned wages, displacing the hegemony of older local architectural styles back home.

Curated by Murtaza Vali.

Above: Vivek Vilasini, Housing Dreams (2011)


23 January
10.00 am - 8.00 pm
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Mina Zayed
Abu Dhabi, United Arab Emirates
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