In my art practice, I investigate consumerist culture by exploring motifs of advertising media, spectacle and humour. My interest in researching the Western commercial environment stems from my role as an outsider looking in. As a Bulgarian born artist, I navigate between two different locales, Bulgaria and Canada. Often my interpretation of a place is seen through my Bulgarian lens, which turns mundane Western signs of consumerism into exotic environments. When I immigrated with my family to Canada in my teen years, I was transplanted from a Communist childhood upbringing directly into Western youth culture; this experience has created a deep impression on me personally and as an artist, and has provided me with a unique critical perspective of consumerism, in both its shallow and far-ranging socio-cultural effects. I am searching to locate my identity, or rather establish it, within my work through various media including social interventions and performances.