“A project that interrogates contemporary forms of knowledge production and distribution. It also indicates the rather unflattering fact that these processes today resemble knowledge marketing. “Knowledge is power” has been interpreted differently in recent years, after Lyotard’s statement that knowledge and power are “two sides of the same question”.  In Gontz’s manipulated photographs of supermarkets, the product types have been re-labeled as academic disciplines. And we can safely assume that the giant retail store is surrounded by smaller ones, trading in niche forms of knowledge and all sorts of specialist products – the new delicatessen of thought. The supermarkets suggest that forms of production and division of knowledge proliferate today in accordance with maps not necessarily academic, with new interests, instruments and criteria, that the gap between radicality and advertising progressively diminishes..”

by Mihnea Mircan