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The Creators of the Shopping Worlds

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Die Schöpfer der Einkaufswelten/ The Creators of the Shopping Worlds

Germany, 2001, video

Shopping is an everyday cultural act; it is inevitable, taken for granted. Entering into the world of shopping – the world of shopping malls – can be a Dantean voyage into hell or a redeeming ceremony of Communion. Everyone is familiar with this experience and knows what a mall looks like. This self-evident phenomenon is, however, the result of a highly complex process. The designing of shopping malls is overseen by an army of planners, managers and scientists [...]. Six thousand guests and laboratories attended an annual convention in Las Vegas at which such questions were investigated as where the gaze of a customer falls and how a “spontaneous” purchase can be induced. Farocki shows how mall producers look at malls when they want to find out, for example, how passers-by move, where they stop and where they reach for an article. He adds these images to the everyday ones – and gives them a magical charge.

Antje Ehmann

*Screening along with As You See (€5 ticket includes both films)


Όλες οι δράσεις πραγματοποιούνται υπό την αιγίδα του Υπουργείου Πολιτισμού και Αθλητισμού. To 7o Φεστιβάλ Πρωτοποριακού Κινηματογράφου της Αθήνας διοργανώνεται από τη Ταινιοθήκη της Ελλάδος με τη συγχρηματοδότηση του Ευρωπαϊκού Ταμείου Περιφερειακής Ανάπτυξης & εντάσσεται στο ΠΕΠ ΑΤΤΙΚΗ του ΕΣΠΑ 2007-2013.