PROVENCE, John Knight and Ghislain Mollet-Viéville

cafe hammer

During Art Basel, the first issue of PROVENCE, “An Eight-Issue Magazine Dedicated to Hobbies” was launched by Daiga Grantina, Tobias Kaspar, and Hannes Loichinger at a neighborhood café. It was accompanied by an exhibition, curated by Egija Inzule, that stayed on view for five days. The entire project succeeded as an ingenious gesamtkonzeption.

Nowadays, it is rare for cultural players to indulge in hobbies that are not connected to their work. All activities tend to contribute to the production of a trademark identity, a dual instrumentalization of work and leisure that is the result of the post-Fordist economy. And so PROVENCE does not focus on hobbies as such, but rather explores the possibility of approaching activities outside strictly professional structures by means of mimicry. Its glossy cover evokes an in-flight magazine; however, inside the magazine one finds eighty pages of

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