As established throughout the curatorial concept entitled ‘What are we building down there?’,
BB7 will highlight the themes of privatization, commercialization, and corporatization of the
post-socialist city within its very structure, thereby displacing the biennale onto twenty-one
advertising billboards. Dispersed across Bucharest, the billboard signifies high visibility and
holds the potential to interact with unique local contexts in ways that traditional modes of
exhibition making oftentimes cannot. As such, they act as artistic footnotes to the already
existing city infrastructure, opening up new ways of connecting and navigating the city, while
making apparent important yet often concealed aspects of its past, present, and future possibilities.
By organizing BB7 exclusively on advertising billboards, the biennale will radically and publicly
appropriate Bucharest’ smoothest and most visible two-dimensional commercial surfaces. The
biennale, instead of being an actor working against all-pervasive processes of commercialization,
thus acts as one of many possible conduits through which to imagine novel modes of non-oppositional
dissent. Working closely with the artists, it simultaneously revives an almost anachronistic mode
of site-specific artistic intervention in physical space, right at the magnified and materialized
outpost of our spam-infused everyday existence. Drawing on the utopian ideals of the historical
avant-garde with regards to the liberating and educational potential of advertising as well as the
more deviant culture-jamming practices of collectives such as the Billboard Liberation Front,
BB7 reinterprets the billboard’s inherent experimental potential to activate new ways of looking
at, interpreting, and/or moving around within present day Bucharest.
The twenty-one locations will act as vantage points from which to position oneself towards recent
urban developments within Bucharest. The biennale will thus reveal a stratified urban context in
which the billboard holds a foremost symbolic importance, if only for its ever-more proliferating
presence and political, as well as economic and cultural power.