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The Soul of Lower Prices are various pieces based on the development in Scandinavian grocery shops the last 25 years: from a multitude of independent shops to a small handful of dominating chains. The development and transformation from individuality to similarity is mainly driven by a strong belief in lower prices. Maybe it is not the cheapness in itself that is important but the projected image of cheapness as opposed to the art business where exclusiveness is the alfa omega.

In the presence of grocery chains all over many of us have developed a fine-tuned sensory for the cheap and the steep: the body reacts different to 8,90 or 12,50. It is like different moods. The Soul of Lower Prices attempts to reformulate those moods and to remix the communication of grocery chains into fresh artworks. What hits us so hard that we can’t stand on our feet? The exhibition illustrates moments of revelation in cheapness.