Have you ever been watching a video clip and been simultaneously intrigued and awash with awkward emotion. That is exactly how I felt watching Superflex’s important contemporary piece, “Flooded McDonalds”. My initial thoughts conjured up scenes from New Orleans and other naturally devastated cities that had dealt with this kind of damage but after some meditation on the work it brought to mind another tragedy all together
The men of Superflex
The collection of artists that make up Superflex joined together in 1993. Artists Jakob Fenger, Rasmus Nielsen and Bjørnstjerne Christiansen were the original founders. They now have studios from Denmark to Wilshire Boulevard in Los Angeles. They claim their works are ‘tools’ which can be actively used and molded by the user of the ‘tool’. Their release of ‘Flooded McDonalds’ debuted in 2009 at the South London Gallery and was reviewed in multiple countries with varying receptions.
The video seems hypnotic in the way it draws you in to the slow descent of the restaurant into complete submersion. The tragedy that came to mind in comparison to this lapsing fast food kingdom was the sinking of the Titanic.
The flooded wreck of the Titanic
Both seemed to stand as a symbol of capitalist might, the Titanic was the biggest and most luxurious liner of its time and McDonald’s is a worldwide brand that has seen a large impact on universal culture. As they both exemplify the strength of man they also fell victim to a natural force, water. Showing the weakness of creation and the flow of change.
Although there is none of the mortal peril of the Titanic, at the end of ‘Flooded McDonalds’ there is a haunting feeling of something missing. Superflex is right in claiming their works are ‘tools’ because as you watch you can mold your own meaning and its affect on you. Personally I saw it was linking past tragedies to current corruption, but for another it might just be a lighthearted satire. Whatever the truth may be, it can only be discovered if you pick up the ‘tools’ yourself.
Scarlett Goes Midwest 