pip greenaway

TOO MUCH TO SWALLOW is an audio-visual installation recreating a store where a three-channel video with soundscape presents illusory shop windows filmed across Amsterdam, Paris, London, and The Hague - spaces carefully designed to lure consumers inside. Interwoven in these images, a single figure compulsively chews gum until gradually transforming into the very product she consumes. Once a symbol of freshness and social allure, the gum becomes waste as its pleasure fades. Through layered image, sound, and scent, the installation reveals our obsession with crafting idealized appearances and the fleeting satisfaction they promise. Using the metaphor of chewing gum, it explores the link between excess and identity, seducing and challenging the viewer to recognize their own role within the spectacle.

About the Artist

Pip Greenaway works across video, installation, sound, and performance. Her installations combine multi-channel video, sculptural elements, and sensory layering to explore how identities and desires are formed through consumption. Working with concepts such as mass production and commodity fetishism, she creates immersive environments that reflect on performance in everyday life and the visual, social, and emotional structures that shape it.

Website: pipgreenaway.com
Instagram: @pipgreenaway