Polyvinyl Dreams presents a thought-provoking exploration of consumerism, environmental responsibility, and the power of creative transformation.
Gonchoroff’s work is centered on the transformation of discarded materials, a theme that speaks directly to the challenges of sustainability and environmental degradation in our contemporary world. This exhibition features a collection of works created from discarded advertising banners made of Polyvinyl Chloride (PVC), once ubiquitous along highways and commercial spaces and transforms them through a variety of processes. These banners, originally designed for fleeting attention, are meticulously cut, woven, and reshaped on a floor loom, using patterns rooted in traditional textile-making. The resulting pieces, such as woven garments cut from sewing patterns, serve as a symbolic critique of the fast fashion industry. The fragmented garments are displayed across the gallery walls, inviting viewers to reconstruct their meaning and imagine new compositions. In contrast, the collages, made from leftover vinyl from the weavings, depict urban and industrial landscapes that reflect the remnants of consumer-driven society.
Each work in this exhibition invites viewers to consider the unseen lifecycle of materials in the products we use daily—moving from production, to advertisement, and finally to waste. Through this transformation, the works in Polyvinyl Dreams reclaims these discarded materials, asking viewers to reflect on the permanence of what we often deem ephemeral.
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