Dan Rees
'Kelp'
National Museum Wales, Cardiff
9 June - 1 September 2013

Press Release:

A new work by the Berlin-based artist using the language of advertising to reinvent traditional Welsh food culture for the modern consumer. 'Kelp' is the latest exhibition by Swansea-born artist Dan Rees which has been developed from his own love of the seaweed-based food – a product he regularly has sent from Wales to his studio in Berlin.

'Kelp' sees Welsh laverbread re-branded and repackaged for the modern, health conscious consumer. Seaweed has been used in Asia as a food staple for thousands of years. High in protein and packed full of vitamins, consumers in the west are becoming increasingly aware of its claim to be the new superfood.

Yet Dan Rees believes Welsh laverbread remains a niche food, promoted and consumed as a ‘heritage’ product or a culinary novelty.

In 'Kelp', the artist challenges this narrow categorisation by using the tool of advertising to launch a new brand of laverbread for a young, stylish, metropolitan consumer. Using a wide range of media – from packaging design to photography – Dan Rees positions laverbread at the vanguard of a new, green food revolution.

Dan Rees, 'Kelp'
Installation view, National Museum Wales, Cardiff



Dan Rees, 'Kelp'
Installation view, National Museum Wales, Cardiff



Dan Rees
Untitled, 2013
Mannequin, vintage Yves Saint Laurent suit, embroidery
Dimensions variable
(REES-2014-0248)



Dan Rees
Untitled, 2013
Printed cardboard boxes
11 x 7.5 cm each



Dan Rees
'Advert', 2013
The Weston Mail



Dan Rees, 'Kelp'
Installation view, National Museum Wales, Cardiff



Dan Rees
'Trivision billboard', 2013
Aluminum, motor
300 x 400 cm



Dan Rees, 'Kelp'
Installation view, National Museum Wales, Cardiff



Dan Rees
'Kelp Comics', 2013
Screen print, summerset paper
70 x 70 cm



Dan Rees
'Kelp Comics', 2013
Screen print, summerset paper
70 x 70 cm



Dan Rees
'Hymanthalia Elongata', 2013
Digital print
80 x 60 cm (print)
113.5 x 97.1 cm (frame)
Unique + 1 AP
(REES-2013-0236)



Dan Rees
'Laminaria digitata (Huds.) Lamour.', 2013
Digital print
80 x 60 cm (print)
113.5 x 96 cm (frame)
Unique + 1 AP
(REES-2013-0235)



Dan Rees
'Undaria Pinnatifida', 2013
Digital print
80 x 60 cm (print)
113.5 x 74 cm (frame)
Unique + 1 AP
(REES-2013-0232)



Dan Rees
'Laminaria digitata', 2013
Digital print
Unique + 1 AP
(REES-2013-0230)



Dan Rees
'Delessaria Sanguinea', 2013
Digital print
80 x 60 cm (print)
113.5 x 97.3 cm (frame)
Unique + 1 AP
(REES-2013-0233)



Dan Rees
'Ulva Lactusa', 2013
Digital print
80 x 60 cm (print)
113.5 x 96.8 cm (frame)
Unique + 1 AP
(REES-2013-0234)



Dan Rees
'Porphyra Purpurea', 2013
Digital print
80 x 60 cm (print)
113.5 x 91.3 cm (frame)
Unique + 1 AP
(REES-2013-0231)