Retail language promises clarity: price, value, reduction. SALE appears as a simple signal within the architecture of commerce, repeated across shop windows, banners and digital feeds. Yet repetition transforms the signal into something else. What begins as information gradually becomes pressure.

In this image a mannequin—often used in my work as a stand-in for the constructed human subject—stands within the relentless repetition of SALE. At the site of the brain the signal ruptures. Rather than suggesting illumination or insight, the work presents a darker moment in which commercial messaging overwhelms cognition.

The explosion within the cranial cavity marks the point at which persuasion becomes intrusion. Identity, already shaped by systems of display and consumption, begins to fracture under the weight of the signal.

The title Point of Sale refers to the retail location where transactions are completed, but here it also marks a psychological threshold: the moment where the mind itself becomes the site of exchange.