Theo Gerardé
The French Mirror - c2011

This piece explores the often defunct concept of subliminal messaging in consumer advertising. Each calcium carbonate tablet has been branded with lettering that when backwards, spells the word ‘SMUT’. This psychological experiment is a follow-up to his extremely controversial 2009 Paris exhibit where he displayed a freshly lathered cake of soap branded, YSSUP.

Limited edition of 17.

Price: $