Frances Braatvedt

100% Pure as a destination brand offers an old, idealised and imported
view of the New Zealand landscape, one that sells, but fails to tell.
10/100 (or 10%) exists as a rupture to the system, and was born out of
the desire to contest 100% Pure, offering new views of New Zealand.

10/100 messages exist in situ, the void and unfinished qualities
leaving the work open to the viewer’s engagement with the message,
opening up a dialogue and stimulating further thought amongst the
community.

Contact: communicate [at] francesbraatvedt.com
More: www.francesbraatvedt.com