The starting point for More More (2003) is a memory drawn and written by Saâdane Afif’s father, in an attempt to investigate in depth his first aesthetic experience. This memory, which is transmitted to the viewers, is presented in two related forms: a stack of photocopies and small drawings of a potted flower, depicted in a simple yet emotionally charged style, are placed on the floor; an enlarged reproduction of the same flower is represented on the wall by means of neon lighting. The pulsing light emanating from the neon tubes is echoed, like a rhythmic beat, by the installation’s spotlights, enveloping the original memory with a new aura. As a private narrative with a conceptual thrust, it reveals the essence of this graphic gesture – which exists independently of any material necessity. This strategy may lead to  he emergence of a new definition of art, which contests all that is obvious.