I TRY EVERYTHING ONCE, IF I LIKE IT I TRY IT TWICE. 2003 This work studies an everyday act in a commercially organised situation through interviews, conversations, and a symbolic act. Buying the same packet of chewing gum ten times in the same supermarket. Is it possible to change a place or situation through repetitive irrational behaviour without representing a new kind of dogma?
Utopian ideas such as the Cooperative have lost power. Acceptance from the public is low, and adverts are in charge and control our dreams, ideals, and opinions.
At Hemköp (one of Sweden’s biggest supermarket chains), everything is well organised, labyrinthine, and supremely colourful. It is as calm and quiet as a museum, with the exception of the jingles that are played on the monitors above the check-outs. Sale items attract the eye, to give the owners better margins. The food, in packets, with images on the outside. We place the food on the conveyor belt and we are very particular not to mix up our items with someone else’s. This is done with the little divider on the conveyor belt that still hasn’t been given a name.
There is almost no large scale cooking anymore, despite our part of the world being obsessed with new kitchen fixtures, cookbooks, and cooking programmes.
An apparently equivalent everyday act becomes displaced. The option, the impulse, and the necessity have been removed. A rumour spreads.
The question is if I, with my twelve receipts, have procured a kind of deposit, which can be collected. Did I have a right to the eleven packets of chewing gum I hadn’t collected? Is the one packet I do have worth more? Maybe this act, registered by a barcode, will just be noted as a future surplus in the check-out.