retail performance

This video performance considers retail workers as an extension of the shopping centre’s function and architecture – aiding the movement of money and goods while mirroring the flow of their environment. It takes inspiration from the niche YouTube genre of ASMR videos, which attempt to relax the viewer through soft, repetitive movements and sounds and frequently contain elements of customer-service-related role play and “personal attention”.

The framing and presentation of the video (faceless, against a blank background, infinitely looping on a digital screen) compares the sales assistant to the architectural elements referenced around them. The figure is anonymous and interchangeable, and their humanising influence on the retail experience a feature of the role they temporarily inhabit.

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