Adel Abidin: To Mohammad! to Mecca!

Light-box installation

The graphite metal construction of the infamous Coca-Cola logo has been flipped backwards to confront a conspiratorial rumor that the logo conceals an anti-Islamic message in Arabic; “No Muhammad! No Mecca!”. The absurdity of such a claim mirrors other big brands and their so-called hidden meanings. The backwards logo replaces the negative reading with a positive one as I read it myself; “To Muhammed! To Mecca!”.That symbolizes a celebration of Islam every time someone pops open a can or bottle of Coke. The menacing threat becomes a “toast” to all Muslims everywhere, it just depends on how one decides to see it, read it or spin it.


Dimensions: 87 cm x 260 cm x 20 cm