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Halbzeit by Luxemburg artist Michel Majerus (1967-2002) is a gestural painting which seems to have been rapidly executed. The violet layer, nervously scratched into wet paint, covers and effaces a previous composition. Two inscriptions and a logo complete this work which seems ready to be “consumed” as quickly as it was produced. The effect is immediate and visceral as in the slogan Thirst – juice, Desire – product is the rhythm which links consumer and advertisement and represents the minimum of time required to bypass thought.

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