Common to all the Bob Smith manifestations was the use of the advertising aesthetic and PR strategies - a practice that was popular at the time (Jeff Koon's self-staging as the divine Bad Boy and his ensuing star-status is a prime example). In the Bob Smith project, the regained awareness of the institution was coupled with a problematization of women's position, at the same time that the popular commodity aesthetic was toned down, in that the concept was not used to further individual (commodity)works or individual careers. Big Scale, Trianglen, Malmö, 1991.