17.9.11

Neon Commercialism


In this set, the artist explores the perceived association of Western brands and their logos emblazoned in our contemporary psyche. Almost alit with burning religious flame, the logos and their unexpected Farsi transliterations create poignant images of a globalized diaspora of these commercial enterprises. Hermes, Puma, Ferrari, and their kin, contain a degree of shock in their unexpected reincarnation in Middle Eastern letters, which is not the norm in the modern Orient. Intentionally using a Farsi typeface used in traditional poetry and scripture, Parnes’ series thus bring life to the old adage, “lost in translation.”

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