Zasd - Niederlassung Wuppertal
by Zasd, Germany
The writers tag or signature is an "empty signifier" according to Baudrillard (essay "Kool Killer"). The Berlin artist works with the function of his pseudonym as a brand. He deals with the mechanisms of brands and what is associated with them. He asks the question what people associate with ZASD, his brand without a product or service.
After his invitation to OUTSIDES, he suffers from an attack of amnesia and visits the cities of Madrid, Budapest, Helsinki & Wuppertal, looking for the answer to a mystery.
artist opinion
WHAT IS ZASD?
A writer’s memory-loss
In February I received an invitation from a company to come to Wuppertal to discuss a business proposal.. On the agreed date I hopped on a train to Wuppertal where I was met by a young, friendly driver. He drove me to an estate surrounded by forest where a futuristic appearing villa stood.
I was greeted by a casually dressed man in his thirties and was asked who I am. “Some know me under the name of ZASD because I write this name when, how and where I want. I do stuff..” He smiled softly and took me to a kind of dining room where he offered me a seat.. “ZASD, you’re probably hungry. Would you like to eat something?” I sat down.
I and the other guests, who apparently had arrived for the same occasion, were served dinner. It seemed successfully home-cooked, in the way bachelors cook shortly after they’ve left home. (You gratefully accept the present and just eat until your plate is empty.) The meal was accompanied by all kinds of drinks. The drinks tasted sweet, like liquid sweets. I was introduced to the other guests and in the course of the evening we exchanged all kinds of pleasantries. I drank a few more ’sweets’ and then retired to my allocated room early that evening. I was quite tired from travelling and wanted to be rested for the business talks with my hosts the next day.
In the middle of the night I suddenly woke up. I couldn’t go back to sleep, my pulse was racing. I looked around. Where was I? I couldn’t remember anything. I got up to look in the mirror. The moon was reflected in the glass. I looked at myself without recognizing myself. I didn’t know the image that was reflected in the mirror. I didn’t know anymore who I was, didn’t recognise myself. I didn’t have any past, no childhood, no youth, no family and friends. I staggered through unconnected thoughts. Who was I? I was shaking and tried to get back to sleep.
The next morning I went to breakfast. One of the hosts greeted me: “Good morning! Did you sleep well? Would you like something to drink?” He offered me a drink in a can. I poured it into a glass and asked myself again who I was and also who all the others were.
One of the hosts asked me in a familiar, friendly way: “How long have you been working for ZASD?” I didn’t understand his question. After a short silence I said: “I have no idea what you’re talking about!” He said: “Yes, of course not! How modest you are. But now just between us: How’s business with the street? The street, that’s the place for a successful future, isn’t it?” I replied: “What kind of business?”
“Well, for example ZASD – your company does world-wide business!” I stumbled in my ignorance. To me, the whole setting in which this conversation took place seemed to be very important, everything seemed very important. I had the feeling that it would be a good idea to slowly feel my way into the conversation and to maybe at the end find out what it’s about. I stammered like a schoolboy who got caught dreaming in class: “Yes, yes, world-wide, exactly. But do you have any idea what ZASD actually sells?”
He replied: “Well now you’re really putting me to the test. To be quite honest, I don’t have a clue. But that doesn’t really matter, does it? It’s only important to sell something to someone. One just has to find out what one can sell, ha ha!” He grinned mischievously and seemed very friendly and well-meaning as he added: “We would like to have you as a partner.”
I tried following the subject of the conversation , but I had difficulties breathing and beads of sweat slowly started forming on my forehead. I was thinking: “Who am I? What’s going to happen with me? How is this supposed to go on? ZASD ...world-wide business...what kind of brand is that?”
I had to find out more about it. That was the key to my memory, that had to be it! I didn’t let on anything and asked my friendly business partner: “Tell me, in which cities did ZASD come to your attention?”
“Ah, your new corporate design, you cunning fox! It’s getting a good response, I take it? I personally like it a lot. And your new branches in Madrid, Budapest and Helsinki! Yes, and even here in Wuppertal! But back to the subject: Are you ready for a promising cooperation?”
I still had no idea what he was talking about. I pulled myself together and said: “I need time to think things over, I don’t feel too well.” He said: “Fine! Whatever you say, have a rest in your room, we can talk about everything else later.” He winked at me. “Another drink?” At first I refused, but then took a sip out of politeness. The drink was sweet and didn’t taste good. I went to my room and took a shower. In my wardrobe there were five clean, anthracite-coloured suits, various shirts and ties. I took out one set and dresses without remembering this style of clothing. I sat down at the desk and found a ballpoint pen with a “ZASD?” logo.
On a piece of paper I wrote: Madrid, Budapest, Helsinki, Wuppertal.
“What is ZASD?”
After resting for a while, I went to the salon, determined to find out more. Why was I here? I was greeted enthusiastically in an open and relaxed atmosphere. “Are you feeling better? What do you think about our offer?”
“I first have to check with my branches in Madrid, Budapest and Helsinki.”
“Great! Of course! That’s a good start!” He cleared his throat and continued in a more insistent tone of voice: “I suggest that we speed up the whole business: We will provide you with a plane and will book all your hotel rooms. You shall not want for anything. That way you can, in your own time, come up with an independent, creative position concerning our offer.” I started trembling slightly. All this was unsettling to me. I thought: “Who am I? What is ZASD? Why on earth would a company that owns private aeroplanes want to cooperate with the unknown-to-me-brand ZASD? What kind of value does this brand have for this world?”
One of the hosts chuckled happily: “We are looking forward to a possible cooperation with your brand.” He seemed to be a really nice man. I helped myself to another can from the small fridge which stood in close reach on a little table. Now it tasted strangely pleasant and like a piece of memory, a piece of life that I already knew and belonged to me. I was desperate for memory, for a Self. I noticed that a picture was forming before my eyes: ZASD – a globally operating brand. I was part of this company. Obviously in a key-position. I could still be successful. I saw myself as a happy family man and as a potent businessman who keeps everyone around him busy. I was starting to remember a little bit who I was. I was starting to find my feet again.
I had to find out what kind of products ZASD sold and what terms and conditions my company required for a cooperation. Then I had to go back to Wuppertal and finalise business.
I said to the group: “Great. Thanks for the offer, I will consult with the company, please make all necessary arrangements.”
“Wonderful! Then take a driver and go to the airport. We will take care of everything else as of now. In each case, the hotel will be booked in close proximity to your local branch. Good bye!”
“Good bye.”
I took my briefcase, left the house and got into a car that was already waiting at the entrance. I was sweating, my pulse was racing and I clearly felt my heartbeat in my chest. I had to concentrate on not panicking.
“To the airport please.” ...
click on the photo thumbnails to continue the story ...