When I initiated this series in 2003, I was very mich interested in the confrontation between myself and the banality of my
own country. I did not only search for making pictures in the country. What I was really looking for, was finding visual
solutions that would give me the opportunity to elaborate a representative panorama of the whole
How could I explore my own country and go beyond everything I already knew – or what I thought I knew – about it ?
I decided to apply certain conceptual rules :
As you can imagine, my work is really open ; it's not an advocacy for or against ideas. Instead of
carrying any ideology, this series is more like a sponge absorbing a liquid : it's a starting point for
essayists. It's a kind of open documentary. It gathers
images that are very similar to the impressions of someone who is lost on our roads for hours with a non-reacting GPS for hours, anywhere in Belgium. I really like for example when someone comes to me
and says: 'yes, I recognize this place on your picture. It's in Vilvoorde, right ?' and I can
answer :'Not at all, this is near Waremme !'. Than I have the feelings I've reached my aim :
being representative of a kind of normality in its most basic typologies.
« As a consumer every man uses art. Art in action for him is art in every phase of his exsience - the selection of clothes, houses, actions, tools, and utensils. He uses aestetics much as the artist does, although in less concentrated form. His medium he obtains from stores, manufacturers, and builders. His composition is his environment. As he collects and arranges objects for his use he makes a visualpattern of his life. The way he arranges his house and the way he equips his communicty make a picture so fundamentally art that it has always been the really great subject for the painter's canvas and the musician's score. To the consumer, art is a daily action involving the most fundamental human needs. »