MAXIMILIAN ERBACHER
PROMISES, 2014
PROMISES
Location: Bangalore, India
Inkjet print on Flex-Canvas, sizes between 8 mtr hight and 6.5 mtr length
Since November 21, 2014
Oversized ‘promises’ in the form of real estate advertisements are promoting the
new city along the lines of global real estate and living standards. ‘The perfect
union to all you desire’ and ‘We believe luxury is best served in small quantities’
first seen along Varthur Road in Whitefield, Bangalore, caught my attention.
Questions emerged about the Indian caste system, the sense of community, modesty
and personal goals. The design of this urbanity also reminds me of earlier
journeys to the United Arab Emirates and Shanghai. The new urbanity becomes
exchangeable, custom-tailored and its ‘ultra-luxurious villas’ accessible ‘for the chosen
few’ of the Pepsi Generation.
By situating these promises minus their glossy animated illusions in gaps between
buildings and empty wall space in middle class central residential areas of Bangalore,
the community is confronted with the new urbanity, designed for the upwardly
mobile suburban society.
