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The Life Fair at Het Nieuwe Instituut, Rotterdam

Still Holodex, part of The Life Fair at Het Nieuwe Instituut, Rotterdam

Euthanasia Coaster by Julijonas Urbonas, part of The Life Fair at Het Nieuwe Instituut, Rotterdam

Goat Man Thomas Thwaites by Tim Bowditch, part of The Life Fair at Het Nieuwe Instituut, Rotterdam

Body for sale

Rotterdam –Het Nieuwe Instituut's latest exhibition explores the ethical implications of using technology for self-improvement.

The Life Fair exhibition takes the form of a trade fair showing off products that are aimed at self-optimisation
The exhibition examines the relationship between ourselves and the companies creating these products

In this age of technology, optimising our bodies has become easier than ever before. Women are freezing their eggs in order to postpone motherhood and consumers are using DNA testing to create personalised beauty products.

The Life Fair interrogates this world of optimisation through a faux trade fair of both real and speculative products and services. Displayed around the themes of birth, work, sex, security and health, the exhibition reveals what it means for people to give companies access to their bodies (through data, for instance) in order to optimise them.

‘The Life Fair presents products and services from companies, governments and organisations that have an influence on our bodies and our lives,’ explains Giovanni Innella, co-curator of the exhibition. ‘We didn’t simply want to exhibit projects. We also wanted to make visitors aware of the fact that there are companies, governments or NGOs behind these products and services that are not always immediately apparent.’

The Big Picture

Along this quest for the Optimised Self, consumers and brands must consider their relationship with each other and how optimisation can quickly lead to commodification.