Consumed to exist, exist to consume

In wealthy countries, each human being is a potential consumer. However, to transform a “potential consumer” in a consumer, major companies hire researchers to study how to attract The Consumer.

Today, all aspects of consumption habits are very well known.

Malls all over the world are very well organized to seduce and respond to the desire of consumers.

We are all consumers and consumption has become like a therapy to deal with frustrations of our daily life (or modern life).

One would think that in democratic countries freedom of expression is a right, but when you want to photograph the life inside a mall, you discover that cameras are prohibited. The mall often perceived as a public space is actually a private kingdom with strict rules. Nothing is left to hazard and the ultimate goal is to make as much money as possible.

I started photographing inside malls in 2003 and found out that it is easier to photograph jet-set people than malls where everything is controlled.