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ANIMAL FARM is the second of a series of exhibitions organized by Pols Potten in Amsterdam where a gallery space is reserved for artists who are invited to create object oriented works inspired on their current collection.


17th Feb 2011
17:00 - 19:00

Exhibition open until:
15th April 2011


Pols Potten Flagship Store
KNSM-laan 39
1919 LA


about the show

ANIMAL FARM is the second of a series of exhibitions organized by Pols Potten in Amsterdam where a space for contemporary art is reserved for artists who are invited to create object oriented works inspired in the collection.

Giancarlo Pazzanese´s selection was based on the animal imagery from the store, which immediately reminded him of George Orwell´s famous novel from 1945.

The new works were produced with a ready made approach where the artist combined elements from the shop with construction materials, mass produced objects and found furniture to create new art pieces.

A special audio design intervention was designed by DJ Marcelo Umaña who mixed audio tracks from the animated film and excerpts from the book.


animal farm

is an satirical fable by George Orwell that was published in England in 1945 on the heels of World War II. George Orwell wrote the book during the war as a cautionary fable in order to expose the seriousness of the dangers posed by a totalitarian government. The original title was Animal Farm: A Fairy Story, The novel addresses corruption in power holders and how wickedness, indifference, ignorance, greed and myopia destroy any possibility of a Utopia. While this novel portrays corrupt leadership as the flaw in revolution (and not the act of revolution itself), it also shows how potential ignorance and indifference to problems within a revolution could allow horrors to happen.


is the main villain of Animal Farm. He begins to gradually build up his power, using puppies that he raises to be vicious dogs, as his secret police. Napoleon usurps full power, using false propaganda, threats and intimidation to keep the other animals in line. He modifies his opinions and policies and rewrites history continually to benefit the pigs. Napoleon represents leaders who change policies and actions, who carry secret activities, and intentionally deceive and manipulate the populace. By the end of the book, Napoleon and his fellow pigs have learned to walk upright and behave like humans against whom they originally revolted.


is a special pet of Animal Farm, a spy, a gossiper, and a clever talker. He feels unequal in comparison to the other animals. He does not work and spends his time turning the animals' minds to thoughts of Sugarcandy Mountain: a heaven like place beyond the clouds where all animals go when they die—but only if they work hard. The animals are confused by the pigs' attitude towards Moses. They denounce his claims as nonsense, but allow him to remain on the farm. The pigs want to keep any doubting animals in line with the hope of an afterlife, keeping their minds on Sugarcandy Mountain instead of possible uprisings. Moses stands for religion, which gives people hope of a better life in heaven.


are loyal to the doctrines of Animal Farm. They represent those people who have limited understanding of their situation and follow their leader blindly. They are regularly shown repeating the phrase "four legs good, two legs bad". At the end of the novel, one of the Seven Commandments is changed after the pigs learn to walk on two legs and their shout changes to "four legs good, two legs better".



about the artist

Giancarlo Pazzanese is a first generation born son from an Italian immigrant family. During 1994 – 1998 he studied in the Arts School of the Catholic University in Santiago, Chile. Since then he is active both as visual artist and art producer. He worked 2 years for the FAO-UN headquarters in Santiago until the end of 2002. During this time he organized exhibition projects and produced video and installation pieces that were stored in a digital web-archive called www.18cm.nl. In late 2002 he relocates to Amsterdam where he creates an artist organization for the promotion of contemporay Latinoamerican artists called Eye Witness. Besides actively working as visual artist and freelance curator, he also works as consultant for communication agencies in the development of social marketing campaigns related to culture, health and migration.

His works have been exhibited in Chile, Italy, Switzerland, China, The Netherlands, Belgium, Czech Republic, Brazil, Sweden, and in the United States.