"Commerciale" is a video showing the kaâba around which the Muslims turn during their pilgrimage at the Mecca. It is this kaâba which is set within the revolving doors of a great shopping centre, and it turns as people walk through, whatever their religion may be. On the one hand, this video shows us how consumption can become a religion and, on the other hand, how the very idea of God is being marketed.
Dir. Mounir Fatmi
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