Chatter Marks EP 129 Branding the Arctic with Jeremie McGowan and Amund Sjolie Sveen

Jeremie McGowan is an artist, designer, and researcher. Amund Sjolie Sveen is an artist. And together, they created Real. Arctic., an exhibition that examines how the word “Arctic” is used in branding, institutions, geopolitics, and everyday consumer products — and how the use of that word shapes what we think we know about the arctic. Their work blurs the line between critique and commodity, asking who gets to define the Arctic, who profits from it, and what gets flattened in the process. Throughout the exhibition, the work shifts form — from displays of “Pure Arctic” deodorant to an expanding archive of Arctic-branded objects — asking viewers to reconsider what is real and what has been manufactured. It explores how art and design can both construct and unravel powerful narratives about place, and what responsibility comes with working inside those systems. Jeremie and Amund collect and document products from around the world that call themselves “Arctic,” or borrow the image, the light, or the myth of the Arctic to sell something. Even when those products have no connection to the place itself. Deodorants that promise Arctic purity, chewing gum that offers polar freshness, outdoor brands that are marketed around rugged endurance and masculine extremes. Again and again, the Arctic appears as clean, untouched, and invigorating — a blank canvas for refreshment or conquest. As Jeremie points out, much of that marketing is driven by an outsider fantasy: the idea that you’re the first, the only one to witness the wilderness or the Northern Lights, even as that experience is packaged and sold en masse. Amund says that the Arctic’s power as a word may lie in its perceived remoteness. Because it feels unknown, it can be filled with whatever we want it to mean. And in that process, the realities of the place itself and the people who live there often fall away and what remains is a brand. And then, beneath all of that, is a deeper question about power: who gets to define a place, and whose version of that place becomes the story that guides our understanding of it.