Anonymous author

The collective unconscious

Krasnoe & Beloe (Red & White) is a chain of alcohol stores in Russia. The artist referenced a once-circulating internet meme and replaced the store’s sign with a new version reading “Collective & Unconscious.”
In Russian, the initial letters of both words in this altered version correspond to those of the phrase “collective unconscious,” creating a layered pun and invokes Jungian theory.