Consume Cool is a project started by Gordon Holden with an all-too-familiar soft drink logo’s font plastered over several objects and images. The works or, perhaps, products blur the line between art and the act of consumption within a hyper-capitalist framework. Its cheeky description proclaims Consume Cool to be anything and everything, yet through this amorphous image it, like the brands and consumerism it pokes fun at, becomes superficial and almost nothing at all. Consume Cool, however, does not deny participating in consumption and, instead, fully acknowledges it through art, which brings forward a personal investigation in our interactions and participatory nature with consumer capitol and branding.
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