Context and conceptual approach
By working around ounce carefully designed and conceived shapes that only carry the primary product we are buying, George Baïda seeks to shift the attention by re-contextualizing what is usually considered secondary or obsolete as the main character, transforming mass-produced waste into singular objects and artefacts.
The package is not anymore a mere carrier of a short-term specific function. It itself becomes a valued object of contemplation. Within this lens, each package becomes a piece of evidence, telling the story of their backgrounds and their users. They become the mirrors of our personalities and tastes.
By only adding metal parts that keep the package’s shape and constraints at the center of attention and working around those shapes, the work reflects on value, domesticity and consumerism.
