»Comparing apples
and oranges is my
daily bread.«

Juli Gudehus


Since »the Age of Mechanical Reproduction« that Walter Benjamin wrote about as early as 1935 terminology got tremendously confused. What is original, what is copy, what is fake, imitation, homage, persiflage? 

The photographer Hugo Schöttle once said that in the field of photography, a copy is considered to be an »original«. In the age of digital reproduction, a copy on paper, produced with a photocopier, feels quite like an original. And would not an industrial product with a high number of copies become an original by being your’s? Auratized by you, by your personal history and by your usage of it? And yes: possibly it will be an original this-and-that one day, made in the year such-and-such, produced by company So&so.

Original is what YOU declare to be original.

Your every day life offers plenty of chances for playing games with meanings.