Manhattan: 58,8 square, 20 churches, 17 Apple stores. As 65% of the American population are christians, the yearly calendar is based on the main events of this religion, and everyone complies with it. Similarly, as 82% of the American teens are using an iPhone, everyone knows that the brand new Apple concept will be disclosed every September. The community gathers to attend the “mass” and understand what the item is about. To what extent the Apple CEO becomes the new guru of our modern society? For being settled in the very center of New York, Apple stores become more than ever places where the connected community is willing to gather. Don’t you feel this safe, warm and well-known atmosphere when entering an Apple store ? How come do we feel that close and spiritually connected to perfect strangers who just bought the brand new iPhone you are about to invest in ? The community of believers feel included and have a strong sense of belonging. This is precisely what iPhone users experience with their peers. So if you don’t want to feel isolated, uncomfortable and excluded, you better join this unique community. Are you the next fervent believer ?

The church and its community is the deviated object. People do not expect to have religions mixed with companies and brands but cristianity is a good example of the power of a message and it is simple to find interesting analogies with Apple. We focused on the parallelism between the community of the christians believers and the users of Apple items. Historically, the center of a city was represented by the church. Whereas, nowadays Apple stores have become a must-see without having people noticing it.

To discuss with the artists, connect on Google Hangouts (the link is available at the entrance of the exhibition)

Thank you!