Namaste, the ad begins: Bernays & Assoc. sells the e-cigarette

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The following image-essay accompanies a performance given by Tracy Jeanne Rosenthal at This is the ENDD, a forum on the e-cigarette held on February 22. Video of Rosenthal's presentation can be found here, beginning at 2:23:00.

 

The Bernays & Assoc. Strategy
for Vuse E-Cigarette, Appendix #2

 

Figure 1:


Figure 2:

 

 

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I Mean Business: the e-cigarette store and how we sell technology

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E-cig store in Les Sables, France

On February 22, Rhizome held This is the ENDD, a one-day forum on the e-cigarette. A version of this article was given by the author as a PowerPoint lecture.

Last fall, I spent a month in Arles, a small town in southern France, which has a population of 50,000. This being France, a large number of the residents smoke, and the town has three cafés-tabacs, where you can buy cigarettes. It also sports two different e-cigarette stores, both on the same street, the main drag in the town. It's clear that the stores are not there to sell the cigarettes, but rather, to showcase them.

I presume both these stores will not exist in five years (that may be a generous estimate). Whether or not e-cigarettes replace real cigarettes, as many e-cig providers claim, the needs that the vape stores answer will change as our relationships with these objects shift. They are designed for a particular moment in the history of the e-cigarette, when it's still a little out of the ordinary, when we're still not totally sure what to do with it, how to normalize it, and whether or not it's actually here to stay. There is an immediacy, a consistency, to our associations with smoking and cigarettes (good and bad, the Humphrey Bogarts and the health threats); trading them in for an electronic object is a mental leap that's hard to ignore. These stores exist to help consumers make the leap.

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Watch 'This is the ENDD' Online

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This is the ENDD is streaming via New Museum's livestream. [The event is over, but the stream is still archived online].

The order of events:

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Wavelength: The VAPECRU Mixtape

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In conjunction with This is the ENDD and at the invitation of event presenter Mathew DryhurstAaron David Ross of Gatekeeper has compiled a mixtape exploring the vape aesthetic. The resulting work is available to stream and download below, along with a statement by ADR. The compilation will be given a public premier tomorrow at Beverly's (21 Essex St New York, NY 10002), following the conclusion of the conference, at 630pm. 

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Welcome to the Internet Smoking Room

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Following the conclusion of This is the ENDD and Pinar&Viola's front-page exhibition, this project can be found here permanently.

This weekend, to coincide with This is the ENDD: a Forum on the E-Cigarette, the front page of Rhizome.org will present The Smoking Room, created by Pinar&Viola and programmed by Gui Machiavelli. In this lush chatroom, you can wield strange new kinds of e-cigarettes and blow virtual smoke shapes while talking to friends and strangers.

I know. Vaping is not smoking. This is rule #1 of vaping culture, a distinction of paramount importance for vapers (who rightfully want to avoid the social stigma of the cigarette) and e-cigarette manufacturers (who want to avoid tobacco-style regulation). Therefore, in their marketing of this emerging technology, the manufacturers have trodden a fine line between reminding potential users of the good, old-fashioned "benefits" of smoking, and establishing their product as something new and hi-tech and detached from bodily consequence. In a word, as something virtual.

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