HUGO BOSS / SAREK
2005, slideshow projection

The photos for this slide projection originate during a ten-day hike through Sarek national park which is to the north of the Arctic Circle and counts among the wildest and most lonesome areas of Europe. During the whole expedition I wear a suit by the brand Hugo Boss in which I cross rivers, climb summits and cross untouched landscape. The photographs remind oneself of professional advertising for a survival trip for managers. However, this superficiality is broken by the knowledge about the extreme situation in which I really was during my trip.