Hassan Hajjaj Installation at the Apart London Summer Exhibition
About
Born in Morocco in the early sixties, Hassan Hajjaj moved to London aged 14 years old. Rapidly independent, Hassan set‐up his own fashions label R.A.P. in the 80’s. His creation already reveals his capacity to bridge British and Moroccan culture.
Progressively, Hassan investigates and translates his background into Artwork.
His photographs refer to stereotypical imagery such as the Odalisque, a 19th Century symbol of Oriental exoticism, and icons of contemporary fashion. He highlights the power of image and branding, juxtaposing the iconography of
contemporary culture and consumerism with classical references. He includes and contrasts visual elements of both Islamic and European culture. Familiar components from contrasting cultures are integrated to create an unexpectedly rich and seductive environment. The frames are an integral part of the photographic image using modern packaging, which echoes designs such as mosaic patterns.
His salon installation is equally compelling. Creating a vibrant playful space where brands and signage are incorporated and transformed into household items. The viewer is drawn into an interactive social space where furniture and everyday objects made from recycled materials reflects the color and atmosphere of the souk.
Either through photography or installation, Hassan is keen to explore, the perception/reflection relationship between the Orient and the Occident.
By Chloe B / 2011