CHATTEL

2025

143 cm x 47 cm x 29 cm

Materials:
charred wood, metal, bitumen

C — Capture. You are reading this text, so you are curious about what this object actually is.

H — Hold. Keep reading if you want to stop going round in circles in the same place.

A — Attract. You can count the rings of the funnel. There are 7 of them — exactly as many as there are letters in the word CHATTEL.

T — Tell. CHATTEL is a word meaning movable property. If you are interested in the subject of colonialism, this was once a term used to describe people held in bondage.

T — Transform. The object refers to the simplest marketing funnels — AIDA, AISDALSLove, B2B, AARRR, SONCAS, etc. — whose purpose is to standardize and model the predictable behavior of a lead, or customer, in the process of perception.

E — Engage. If you have not done so yet, I encourage you to experience aesthetic pleasure, share this object on social media, tell someone about it, or remain silent.

L — Loyalty. Thank you for your attention.