Fine Arts graduate Pip Greenaway at Galerie Ron Mandos

Pip Greenaway’s graduation project Too Much to Swallow is an immersive architectural installation built around a three-channel video work. Reconstructing the atmosphere of a retail interior, the installation brings together filmed shop windows from London, Paris, Berlin, The Hague, and Amsterdam. These seductive storefronts, become symbols of desire and consumption within contemporary urban life.

The act of chewing gum—initially valued for its freshness and social allure—becomes undesirable waste once its temporary pleasure is exhausted. Emphasized through rhythm and deliberate overstimulation of the senses, we witness a transformation: from consuming a desirable object to becoming a desirable object— or perhaps to becoming unwanted debris. Like gum, which is first praised for its ability to refresh, entertain and enhance social presence, but is ultimately discarded once its function is fulfilled.