GB group is committed to creating immersive performance art. The group’s artistic practice was born with the intent of designing performances which are meant to be carried out exclusively by their audience, thus rendering them protagonists of the performances.
The public becomes the artistic medium used by GB Group to produce works of art.
These artworks are referred to as ‘living objects’. The living objects created through each performance differ in their aesthetic and aim.
Nonetheless, they have a common characteristic: they are all subject to ‘conditions of existence’.
Every living object is sold alongside a legal agreement that obliges the owner (or owners) to interact with the object in specific moments during their ownership. The legal agreements and the photographs documenting the evolution of the work’s mutation thus become an integral part of the artwork. This material represents the ‘biography’ or story of the piece.
The true value of the living objects is not aesthetic, it instead lies precisely in their ability to become an ‘active’ part of both the owner’s life and that of the audience which gave them birth.
GB group also adopts marketing strategies to show to the audience each artwork’s function and potential, for instance through the usage of posters and the distribution of coupons and surveys. The communication of each performance and artwork uses a format inspired by marketing and commercials and it is also a integral part of the performances and artworks.