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An Installation by Iliyana Kancheva

Imagery is everywhere. We do not function without it anymore. We are currently creating and living in an iconosphere, a kind of grotto loaded with images where all is present through a picture rather than through matter. We are devoted to constantly flooding this space with our most representative pictures. When sharing our own image we approve every single detail as the light, the composition, the gaze. In this manner we are constructing the desired icon of ourselves, the one by which we would like to be remembered. Gradually we act more and more on this fictional, polished image. It begins to create a secure reality, where the self is protected and the indiscriminate and random provocations are limited .
“Image Don’t Cost a Thing” is a machine – generator of “bad pictures”, through which I challenge the viewer’s expectations of his image. The installation is a replica of the photo booth. Everyone can enter the booth to have a snapshot, but in return the machine would act erratically. It would take pictures spontaneously, capturing an image which would be unexpected and raw. Thus substituting the expected image by which the participant desires to be perceived.

Guest: Krassimir Terziev

Born in 1987, Iliyana Kancheva lives and works in Sofia. In 2010 graduated of Stage Design(BA) and in 2014 graduated of Digital Arts(MA) in National Academy of Art in Sofia. Works in the field of theatre as well as experimenting with photography, video and animation. In 2014 participate in “Turn on the city”Art Festival in Burgas. In 2013 her  experimental films are selected for “Videoholica” International Festival for Video Art, Varna, “FAÇADE” Video Art Festival, Plovdiv in Bulgaria and “Videomedeja” Video Art Festival, Novi sad, Serbia. At Naoussa International Film Festival 2013, Greece Iliyana is awarded with “People’s Choice SEE Talents Experimental Award” for the short film “Autofocus”. In 2011 participates in International Digital Art fest, Sofia with her short film “The Fear”.

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Image Don’t Cost a Thing is part of Plan for Action # 3 project by The Fridge. Plan for Action consists of a series of exhibitions by different authors, who explore art as a completely free and therefore responsible act. The exhibitions do not have a common title, motto, statement or slogan, as usually required by most administratively or institutionally organized art events seeking to promote the contemporary art. The exhibitions do not have a curator. Instead they include an open platform for discussion between the author and the audience. The project aims to concentrate energy and efforts on observing the artistic scene that develops itself into an independent but coherent environment.

Supported by Gaudenz B. Ruf Award. in partnership with “Culture Centre of Sofia University”.

13 – 25 November 2015

The Fridge,8 Madrid Blvd., Sofia