PSJM is a team of creation, theory and management formed by Cynthia Viera (Las Palmas G.C., 1973) and Pablo San José (Mieres, 1969).

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Citizen Identity

Citizen Identity, 2009, Vinyl and LCD on wall, 310 x 570 cm, Installation at A Foundation, London.

Signatures Collected for Aesthetic Aims, 2009, Video-performance, 3′ 3”

PSJM are conceptually focused on the representations of individual identity in consumer society. For PJSM  subjectivity is determined by signs and mythologies of identity constructed through the mass media. “I” becomes defined through identification with values and narratives commercial brands promote. “Citizen Identity” reveals this process and reclaims the traces of a more complex subject through a game of compilation and re-branding in which  the citizen, authenticates their ownership of the public realm through the flourish of their signature.

“Citizen Identity” is a two part project. Firstly a happening called “Signatures Collected for Aesthetic Aims”, a street-art performance played by PR hostesses in corporate apparel. This work comprised of the collection of a sample of citizens signatures in Shoreditch. From this raw material a selection has been made using aesthetic criteria. This was subsequently digitally manipulated through the application of colours and a prominent outline, turning these signatures into forms visually reminiscent of both commercial logos and the graffiti tags, probably the most ubiquitous symbols of popular culture.

The second phase is the exhibition of these new ‘people´s brands’ inside the A Foundation, installing them with vinyl on the wall and screening the video of; “Signatures Collected for Aesthetic Aims”. So the project works inside and outside, in art and life.

A Foundation, London.