ChocoLoco, François Curlet, 2014

5 Lanvin Chocolate billboards Production Piacé le Radieux "The defused advertisements in the villages take their place in our memories by their persistence on the walls, carbon 14 of a sweet unverifiable era, they are the glazed markers of a maintained past. Nevertheless, they are the products of ancient media strategies, and can once again be bought at antique dealers to adorn second homes. Repetition, the basic mechanics of communication, is played out here in the memory of Dali's famous slogan "Je suis fou du chocolat Lanvin" ("I'm crazy about Lanvin chocolate"). The first billboard, visible from the main road running through Piacé, with the slogan in question is echoed in an abusive manner and integrated into the old French language of outdated advertising in full bloom: 4 other Chocolat Lanvin billboards punctuate the crossing of the rue de l'église in a sustained fashion. This advertising hay fever should refresh strollers in search of the picturesque. F. C.

Work produced for the Radiant capsule with Alexandre Périgot, Jef Geys and François Curlet (April 2014)