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	<title>Exhibition Archives - ODEE Friðriksson</title>
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	<title>Exhibition Archives - ODEE Friðriksson</title>
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		<title>Co-Branding</title>
		<link>https://www.odee.is/portfolio-item/co-branding/</link>
		
		<dc:creator><![CDATA[Odee]]></dc:creator>
		<pubDate>Sat, 10 Aug 2024 20:28:28 +0000</pubDate>
				<guid isPermaLink="false">https://www.odee.is/?post_type=portfolio-item&#038;p=10464</guid>

					<description><![CDATA[<p>The post <a href="https://www.odee.is/portfolio-item/co-branding/">Co-Branding</a> appeared first on <a href="https://www.odee.is">ODEE Friðriksson</a>.</p>
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			<h1>Co-Branding</h1>

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			<p><em>Co-Branding</em> is a unique conceptual and performance art piece by ODEE, showcased in a solo exhibition at the Iceland University of the Arts on November 17, 2022. This project centers on the concept of reverse culture jamming, where ODEE invited several of Iceland&#8217;s largest marketing firms to co-create artworks within his exhibition space. Each company paid a fee to contribute, creating pieces that ODEE would then sign, despite having no hand in their creation. The project explores the intersections of art, corporate identity, and the commodification of creativity. By reversing the typical culture jamming process, where artists subvert corporate messages, ODEE instead allowed corporate entities to engage with the art world on his terms, challenging traditional boundaries between art and advertising. The exhibition featured a diverse range of creations, including olfactory elements, and sparked discussion on the role of corporations in the art world.</p>
<p>Companies that participated in <em>Co-Branding</em> include PLAY, Joe &amp; The Juice, Nói Síríus, World Class Iceland, Einstök Beer, and 66 North. More than two dozen other companies expressed interest in participating, but the available slots were filled quickly.</p>

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			<div class="vlp-link-container vlp-layout-odee-compact"><a href="https://skemman.is/bitstream/1946/45359/1/As%20Seen%20on%20CNN.pdf" class="vlp-link" title="As Seen on CNN" rel="nofollow" target="_blank"></a><div class="vlp-layout-zone-side"><div class="vlp-block-2 vlp-link-image"><img decoding="async" style="max-width: 120px;" width="120" height="90" src="https://i0.wp.com/www.odee.is/wp-content/uploads/2021/01/cobranding.png?fit=120%2C90&amp;ssl=1" class="attachment-120x999 size-120x999" alt="Skýringartexti" srcset="https://i0.wp.com/www.odee.is/wp-content/uploads/2021/01/cobranding.png?w=800&amp;ssl=1 800w, https://i0.wp.com/www.odee.is/wp-content/uploads/2021/01/cobranding.png?resize=300%2C225&amp;ssl=1 300w, https://i0.wp.com/www.odee.is/wp-content/uploads/2021/01/cobranding.png?resize=768%2C576&amp;ssl=1 768w, https://i0.wp.com/www.odee.is/wp-content/uploads/2021/01/cobranding.png?resize=600%2C450&amp;ssl=1 600w" sizes="(max-width: 120px) 100vw, 120px" /></div></div><div class="vlp-layout-zone-main"><div class="vlp-block-0 vlp-link-title">As Seen on CNN</div><div class="vlp-block-1 vlp-link-summary">Lokaverkefni BA náms í Myndlist við LHÍ</div></div></div>

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			<blockquote class="instagram-media" style="background: #FFF; border: 0; border-radius: 3px; box-shadow: 0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width: 540px; min-width: 326px; padding: 0; width: calc(100% - 2px);" data-instgrm-captioned="" data-instgrm-permalink="https://www.instagram.com/p/ClO3wYGIZom/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14">
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</div><p>The post <a href="https://www.odee.is/portfolio-item/co-branding/">Co-Branding</a> appeared first on <a href="https://www.odee.is">ODEE Friðriksson</a>.</p>
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		<title>Landvættir</title>
		<link>https://www.odee.is/portfolio-item/landvaettir/</link>
		
		<dc:creator><![CDATA[Odee]]></dc:creator>
		<pubDate>Tue, 06 Nov 2018 11:50:03 +0000</pubDate>
				<guid isPermaLink="false">http://amedeo.elated-themes.com/?post_type=portfolio-item&#038;p=3317</guid>

					<description><![CDATA[<p>The post <a href="https://www.odee.is/portfolio-item/landvaettir/">Landvættir</a> appeared first on <a href="https://www.odee.is">ODEE Friðriksson</a>.</p>
]]></description>
										<content:encoded><![CDATA[<div class="wpb-content-wrapper"><div class="vc_row wpb_row vc_row-fluid" ><div class="wpb_column vc_column_container vc_col-sm-12"><div class="vc_column-inner vc_custom_1539935987129"><div class="wpb_wrapper">
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			<h3>Landvættir</h3>

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			<p>The <em>Landvættir</em> exhibition, held at Gallerí Fold in Reykjavík, showcases ODEE’s deep exploration of Icelandic folklore through contemporary art. The series is centered around the mythical land wights—supernatural guardians believed to inhabit the mountains and stones of Iceland. These beings, depicted in ODEE&#8217;s works, are more than mere symbols; they are portrayed with distinct personalities and energies, embodying the spiritual connection between Icelandic people and the natural world.</p>
<p>Each artwork in the exhibition is circular, reflecting the cyclical nature of life and the continuity between past and present. ODEE&#8217;s use of the circular form invites viewers to experience the artworks from new perspectives, moving beyond the confines of traditional rectangular frames. The pieces are crafted from intricate collages of imagery that resonate with ODEE&#8217;s cultural influences, fused onto aluminum plates and finished with a glossy coat.</p>
<p>During the exhibition, ODEE delved into the lore of land wights, explaining how these beings could either protect or punish depending on the respect shown to their territories. The artworks capture this duality, blending the mythical with the real, and inviting viewers to consider their own relationship with the land and its unseen protectors.</p>
<p><em>Landvættir</em> was not only a visual exploration but also a cultural one, as ODEE brought these ancient spirits into the contemporary art scene, reinterpreting them for modern audiences. The exhibition was well-received, with many praising its ability to connect deeply with Icelandic heritage while presenting it in a fresh and innovative format.</p>
<div class="vlp-link-container vlp-layout-odee-compact"><a href="https://www.austurfrett.is/lifid/4099-eg-hef-ekkert-adh-fela-edha-hraedhast" class="vlp-link" title="Ég hef ekkert að fela eða hræðast" rel="nofollow" target="_blank"></a><div class="vlp-layout-zone-side"><div class="vlp-block-2 vlp-link-image"><img data-recalc-dims="1" decoding="async" src="https://i0.wp.com/www.austurfrett.is/images/stories/news/2015/odee10.jpg?w=1100&#038;ssl=1" style="max-width: 120px; max-height: 120px" /></div></div><div class="vlp-layout-zone-main"><div class="vlp-block-0 vlp-link-title">Ég hef ekkert að fela eða hræðast</div><div class="vlp-block-1 vlp-link-summary">Stærsta og umfangsmesta sýning sem ég hef haldið...</div></div></div>

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</div><p>The post <a href="https://www.odee.is/portfolio-item/landvaettir/">Landvættir</a> appeared first on <a href="https://www.odee.is">ODEE Friðriksson</a>.</p>
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		<post-id xmlns="com-wordpress:feed-additions:1">3317</post-id>	</item>
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