New Hoover Qadraflex, New Hoover Convertible, New Hoover Dimension 900, New Hoover Dimensions 1000 Doubledecker
1981-1986
Four vacuum cleaners, acrylic, fluorescent lights
248.9 x 133.4 x 71.1 cm
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| http://www.jeffkoons.com/sites/default/files/styles/380x_height/public/artwork-images/new23_sm.jpg?itok=GhUuoQB2 |
I chose to include this work by Jeff Koons within my artist research as I was compelled to the way that he took an object that society views in a particular way and changed its context and meaning. In this case he has taken Hoover vacuum cleaners and contextualised them until they are no longer ordinary. Through encasing these vacuum cleaners in perspex he is insinuating that a product designed to clean dirt would remain eternally untouched and clean, rendering ultimately useless, and essentially removing the 'machine' from it. The vacuum cleaners are positioned within the perspex in such a powerful and mighty way; they are flaunting their brand names and acting as high quality objects. They gleam under the fluorescent lighting of the gallery and have a sense of 'newness' about them that makes them so appealing. His work causes me to think about the themes of consumerism, desire and eroticism, branding, media, class roles, and the dichotomy between popular taste and high art. Koons follows Duchampian values through his appropriating an art status to particular objects, in this case the vacuum cleaners. His art can be seen as a parody to a select American culture that has an enormous appetite for glamorous commodities.
He is making conceptual art; exploring the way that fantasies and desires are transferred onto ordinary objects by placing them within a gallery context and making them inaccessible. They are suspended in a state of perfection, a state that would be destroyed if they were ever to be turned on.
I feel as though the work is open to many interpretations. Many people have issues with Jeff Koons' work and find that they cannot see any point of what he is doing. I do, however, feel that these works are open to perspective and that this the beauty of them. I am drawn to the fact that the work's impact on the physical presence by creating such a clear divide between themselves and the viewer. They give the sense that you can look at them but not touch them. It is an odd feeling as the objects within the case are ones that would be otherwise accessible to the viewer. I also find it interesting to note that the viewer might potentially have the same object in their homes.
This is one particular work by Jeff Koons that I can really appreciate. I would not change anything about it.

















