Soft Paste
Zoe Williams
15.06.13 - 06.07.13
SWG3 Gallery, Glasgow

Soft Paste is Zoe Williams’ first solo show in Scotland. This installation tastefully revolves around a new video piece acting as an advert mysteriously promoting the handcrafted and readymade objects displayed in the space.

The exhibition soundtrack is remastered from an advert for GUCCI Flora perfume and acts as a dark church choir, drawing a line between the club and a place of worship. The video languorously discloses shapes and textures directly echoing the other pieces. I feel love could find its origins between the abstract gimmicks of car advertising and a ironic teleshopping. Although it doesn’t properly sell anything, it is easy to perceive the fetishisation and adoration of such product representation.

The show plays on several dimensions of reality; from the objects extracted from the film to the polished plinths referencing car bodies or haute couture fashion displays. These objects are shiny, precious and smell good but as attractive they can be, no touching is allowed! Frustration is also part of the experience. The incense smoke, the soap cast from a 3D combine to the soundtrack create a perfect atmosphere inviting us to connect our spirit to our body in a very slow dance.

Zoe’s installation immerses the visitors into a world where lust, fetishistic objects and references to fashion advertising collide. Her glamorous aesthetic turns the gallery into a dark club where ambiance, attitude and body language play a decisive role.

Camille Le Houezec & Joey Villemont

The Limited edition publication ‘Soft Paste’ containing a poem by Laurence Figgis and a more formal text relating to the show also written by Laurence Figgis are available in the Gallery Office

Supported by Creative Scotland, Arts trust Scotland and Glasgow Life.