1997
Physics Room
Christchurch, New Zealand
Plastic, digital imaging

Seeking spirituality in fast food, Konstantin Dimopoulos presents a visual essay which profiles in very simple words and drawings the development of McDonald’s corporate image by master salesman Ray Kroc. Dimopoulos invites us to enter the orbit of the ‘Big M’, tracing the powerful imagery of the ‘easybite’ from its drawing board beginnings, through its present incarnation as capitalism’s most enduring symbol. Taking this concept a step further he invites comparison between McDonald’s religion of hamburgers, and popular Christian iconography, seeing in both a digestible symbolism designed for fast consumption.