It was through Endless’ social observations that his ‘Brand Worship’ series came to life and the iconic ‘Chapel’ artwork was born. Endless took inspiration for this illustrious artwork from the iconic Chanel No.5 perfume, recognised globally as a luxurious item not only for the fragrant contents within, but also for the instantly recognisable shape of the glass bottle. The combination of marketing, branding and iconic physicality is what enabled this object to become a symbol of luxury, existing in every-day sculpture form. The apparent importance of branding in the world of modern consumerism, led to Endless’ comparison of the cult-like obsession with brands and luxury, to the historical worship of religious artifacts throughout history. The name change in Endless' design represents society's brand-obsessed culture shift in one word, 'Chapel' - a world where brands are the new deities; shops are the new churches, glossy magazines are Bibles and celebrities, marketers and advertisers play the part of God. The ’Chapel Treviso Deconstruct’ series has been created by Endless especially for his first Museum exhibition - ‘Endless Treviso’, at the Casa Robegan Museum. Whilst the core messages remain the same, these artworks encourage viewers to see the luxury in their every-day surroundings, with imagery infused into the bottle design taken from photographs Endless has captured whilst walking the streets of Treviso. Examples of this imagery includes mosaic and painted patterns found on the ancient city walls, construction site signs, graffiti-clad doors and varying architectural shapes. The iconic brand logo has been reimagined, now inspired by a road traffic sign - the street-artist’s way of bringing elements of urban imagery into the artwork. This artwork has been created with digital design, photography, hand-cut stencils, spray and acrylic paint.