Lake Ohrid™ – Add Concrete

Art Description

This photograph is a critique, compressed into visual irony. The title, with its sarcastic corporate intonation, immediately exposes the mechanisms of degradation: the destruction of nature has been transformed into a process of branding, construction, and investment. The ™ symbol is no accident. It reduces Lake Ohrid, the oldest in Europe and one of the most biologically unique, to a logo. What was once a geological and cultural treasure is now a site for profit. The photograph does not use visual tools to beautify, but to expose. The space is white, but this whiteness is not purity; it is an optical silence that follows the concreting of the lake. In a world where urbanization is sold as progress, this photograph shows that progress, when blinded by profit, becomes nothing more than whiteness: an emptied space.