Albert Heijn – Rotterdam

Claustrofobia, project in and supported by Albert Heijn supermarket (Het Oude Noorden – Rotterdam), during May 1999.

Maddy Arkesteyn manipulated many products by mixing shape and brand recognition of well-known products.  Maddy had carefully pasted and repainted the original packaging with color copies. They were placed among the regular products throughout the supermarket.

Her initial idea was to reorganize the products based on color. For example, all yellow ones together in gradient to red etc.., but this was not allowed.

The Albert Heijn intercom transmitted also a sound tape whispering a grocery list containing all products sold in the supermarket. The list was spoken by Maddy herself.

Albert Heijn

Albert Heijn

Albert Heijn Maddy Arkesteyn

Albert Heyn Maddy Arkesteyn

Albert Heijn Maddy Arkesteyn



Albert Heijn Maddy Arkesteyn


Maddy arkesteyn AH

Studio view



Grocery list

Whispering over the intercom, a list of all products sold by Albert Heijn, spoken by Maddy herself.

maddy arkesteyn boodschappenlijstje ah 1
maddy arkesteyn boodschappenlijstje ah 2
maddy arkesteyn boodschappenlijstje ah 4