Elizabeth Orr
Loss Lead
April 4 - May 3, 2015
press release
Artforum
Art review
Art Viewer
Loss leader or loss lead is a term for a marketing strategy: a commodity or service that is offered at a reduced price, intended to lead to subsequent sales of other items or services with the expectation of long-term profitability.
In relationship to perceptual scenarios of glass panes obscured with flavored yogurt, Orr's works use the language of promotional video and side-scroll gaming to explore a strategy of loss. The videos are set in two different economies of New York state: the facade of a law firm on Poughkeepsie's main street and a conference room in the New York Times building on 8th Avenue.
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