Manufactured Desire

28th of Apr. till 21st of May

ADIDAS

In our everyday life, we are constantly surrounded by images circulating across screens, advertisements, and social media, forming an environment saturated with signals of attraction and desire. Within this continuous flow, repetition begins to shape the illusion of choice.

The title A.D.I.D.A.S.—borrowed from the song All Day I Dream About Sex—shifts from what once functioned as provocation to something closer to a description of our present moment, where sexuality operates as a reliable mechanism for capturing attention.

In this process, the body—most often the female body—is stylized, airbrushed, and perfected, gradually becoming detached from identity. These images circulate as visual triggers, repeated until they begin to feel natural. Over time, this repetition becomes difficult to distinguish from instinct, raising the question: at what point does desire stop being ours?

The works in this exhibition isolate and slow down these fragments through painting and cut-out forms, allowing space to notice the structures through which desire is continuously shaped, constructed and ultimately manufactured.

Artist: Ahmed Mourad

Curated by: Mahmoud Hamdi