It’s been a while. You know I follow the seasons. As soon as the air lightens, the breeze settles, and the crocus opens, I return to work.
We (all?) remember that the first thing was to open the cereal box and dig in for the toy, often found at the bottom. By now, this marketing strategy has long disappeared: a miniature commodity hidden inside another commodity. Such strategies do not simply sell, they materialise loyalty and organise attachment. They rely on a wide range of freebies to attract both new and returning customers. Free tote bags from museums, stickers from skate shops or Happy Meal toys are objects that extend brands into daily life. They echo practices used by political parties, handing out campaign buttons that not only persuade but make support visible, turning the body into a moving display surface.
In Berkay Tuncay’s presentations, there is often a freebie: a small gesture offered in return for attention. A thanks for taking part. Something to take home. Worn or carried, it becomes a token of a larger body of work, something that can be retold, shared, passed on.
Come by to dig in for the toy at the bookstore Le Flaneur. I can’t wait to see you.
Whoever is reading this Berkay Tuncay
24.04 – 24.05.2026
Le Flaneur, Prinsengracht 260, Amsterdam Mon-Wed 12:30-19:00; Thu-Sat 11:00-19:00; Sun 13:00-19:00 Opening 24 April from 17:00 to 20:00
xx reclame
past reclame for future reclame
Marine Kaiser is intervening in the vitrine of NICCin Anderlecht with the work 990000 from 16 to 30 April.
AVOIDSTREET is presenting GHOST SHIFT FAKES at The Eelpit in Amsterdam from 1 to 3 May, opening at 18:00.
