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TORONTO, September 30, 2004 – The Power Plant at Harbourfront Centre, Canada’s leading non-collecting contemporary art gallery, announces an exhibition in Booth #133 at the Toronto International Art Fair from September 30 – October 4, 2004: SUPERFLEX: GUARANÁ POWER. The exhibition is organized in association with SUPERFLEX’s exhibition at The Power Plant which is part of SUPERDANISH: Newfangled Danish Culture, the most comprehensive exploration of Danish culture ever assembled, taking place from September through December in Toronto at Harbourfront Centre and other city locations.

Since 1993, the Copenhagen-based artists’ group SUPERFLEX, Rasmus Nielsen, Jakob Fenger and Bjørnstjerne Christiansen, has combined art, design, and commerce to explore the nature of globalization. GUARANÁ POWER is a soft drink developed by a farming cooperative in Maués, Brazil, in collaboration with SUPERFLEX.

The GUARANÁ POWER drink contains guaraná, a plant native to the Amazon whose berries have long been harvested by indigenous communities for their medicinal and energy-giving properties. Maués guaraná farmers formed the cooperative COAIMA to challenge the activities of multinational corporations whose sugary, diluted energy drinks have corrupted the physical and symbolic properties of the plant. These same corporations hold a monopoly on the purchase of the raw material, which has forced the price of guaraná down eighty percent, thereby undermining the sustainability of entire communities. In 2003, SUPERFLEX was invited to collaborate with COAIMA by way of workshops to discuss new industrial and economic approaches to the situation. Together they came up with a variety of ideas including variations on existing products such as a popular energy drink, Antarctica. This became the model for a pirated or SUPERCOPY product called GUARANÁ POWER. The project is one attempt to disrupt the current economic equation of corporate dominance by appropriating the strategies of multinational capital, for example, in this project using global branding, in order to reclaim the integrity of local agriculture and industry. For more information on this and other projects by SUPERFLEX, please visit or

The Power Plant’s booth at the Toronto International Art Fair features the GUARANÁ POWER soft-drink in a café/bar atmosphere. Please visit us at Booth #133 from September 30 to October 4, 2004 at the Metro Convention Centre, 255 Front Street West, Toronto, Canada. Art fair tickets are $12.00 to $16.00, available through Ticket King at 416-872-1212, 1-800-461-3333, online at or in person at the fair. For more information about the fair, please visit or call 1-800-663-4173.

On Saturday 2 October, a panel of international curators discuss What is a great exhibition? at the Toronto International Art Fair. Panelists include the National Gallery of Canada’s Kitty Scott, Stephan Kalmar, Munich Kunstverein, Sara Kellner, DiverseWorks, Houston, and Peter Nesbett and Shelly Bancroft, Triple Candie, New York. Organized jointly with Blackwood Gallery (UTM) and MOCCA with the support of Foreign Affairs Canada. (10:30 a.m. Metro Toronto Convention Centre. Room #240. Free.)

On Saturday 2 October, Danish interdisciplinary art collective SUPERFLEX will discuss its creative interventions into the global economy at The Power Plant. (4 p.m., The Power Plant.
Free with admission.)

The Power Plant will be open late for the Art Fair, until 8pm, from October 1 – 3. The Power Plant is located at 231 Queens Quay West. Admission is $4 ($2 students and seniors), children and members free. For exhibition and tours information, the public can call 416-973-4949 or visit

SUPERDANISH is made possible through the generous assistance of the Danish Arts Agency and Council, Danish Architecture Centre, Danish Crafts, Danish Film Institute – all institutions under the Ministry of Culture in Denmark, The Royal Danish Embassy, Maersk Sealand, Creekside Winery, Georg Jensen, Silkeborg, Westin Harbour Castle, Labatt Breweries of Canada, Lego, Ontario Arts Council and the Canada Council. Thanks for support from patrons Danfoss Inc., Novo Nordisk Canada Inc., Vestas-Canadian Wind Tec, Ltd., Arla Foods Inc., The Danish Canadian Chamber of Commerce and from donors IC Companys Fashions Inc., Group 4 Falck (Canada) Ltd., Bang & Olufsen North America, Hartman Canada, Diemaco, Net Electric Limited and Ecco Shoes Canada Inc.

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Media Contact:
Linda Liontis

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