The relationship between art and consumer society is a thread that runs throughout pop art, and this final room deals directly with the lure and act of consumption. The risk that art itself might become a consumable product is mooted in some works here, but others proclaim the power of art to subvert and oppose the operations of global capitalism.

Thomas Bayrle's The Laughing Cow wallpaper makes the cheese company icon omnipresent and inescapable, while Boris Bućan's series of brand logos transformed into 'art' reflect Yugoslavia’s transition to consumerist culture. Advertising always shows consumption as pleasurable. Many works here expose the coercion that backs it up, from the bars on the screen in Sanja Iveković's video Sweet Violence, to the aggressively proffered American products in Keiichi Tanaami's Commercial War animation.