Destruction of Experience | Amalia Ulman at Evelyn Yard

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Argentinian-born, Spanish-raised and London-educated artist Amalia Ulman has a practice that is as multifaceted as it is meticulous. Her work revolves around notions of femininity; she carefully investigates the tropes of girlhood and middlebrow aesthetics that dominate western culture, be it young-girl Instagram profiles, or as in her latest solo show, Destruction of Experience at London’s Evelyn Yard, the visual templates of self-help guides and corporate identity.

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Destruction of Experience is an immersive installation which calls upon the sterile hygiene of a doctor’s waiting room, or perhaps the soft-spoken politeness of an office lobby. Ulman speaks this bland language as a way to perform critique. She teases the relationship between corporate identity, consumerism and beauty through subtly altered replications: motivational boards, customized office calendars and room odorizers. These are embedded with a profound personal as well as cultural anxiety, an anxiety of beauty standards and ‘success’ in a time of extreme socializing individualism.

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Ulman immerses herself fully in her projects, acting as artist, object, academic researcher and auteur across the many formats that her practice exists within. Her visual seminar/essay The Future Ahead, for example, is a compelling and legitimate feminist reading of ‘Justin Bieberism’ and digitally-mediated sexuality in young fangirls. She recently scripted and staged a multi-month performance on Instagram, in which the audience was confronted with a young LA tumblr-girl’s encounters with money, men, plastic surgery, fame and breakdown, and eventual spiritual rehabilitation. Ulman extracts narratives from a contemporary, mediated life-experience, and does so in the most elegant manner.

Evelyn Yard
London
W1T 1HN

Open until the 13th of November.

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