What’s in a box? Deadstock, unsold inventory, status, desire, or a quick fix? In a landscape of constant clicking, direct links to purchase, and spending upon spending, unboxing videos turn ordinary items into brief narratives. Turned into a quiet spectacle, the ritualistic act guided by cameras taps into common desires for novelty and the unknown, and a never-ending loop of consumption.

Born from a collaboration between Harold Lechien, Frizbee Ceramics, and Gabriel René Franjou, A BOX IS A BOX IS A BOX is a video installation where the artists document their unboxing of two pallets of unwanted goods. Propelling the content format to its extreme, their hellish unboxing video is an excess of sensory experiences, brimming with continuous acts of opening, the accumulation of stuff, and the ever-tightening loops of instant euphoria and disgust. Useless items, briefly manipulated, are swiftly discarded. Filling the space, they offer a reflection on the unsatisfying nature of desire.

With support by Wallonie-Bruxelles International.