RGNL
Video documentation: https://vimeo.com/63463339
The original – This project focussed on the online magazine »a3 Kultur«’s special edition, which documented the opening of the so called »Edition 12«, featuring the works of nine Augsburg artists.
Our series deals with change of meaning and ultimately a terms’ value:
Many words have undergone a strong change; they’re descriptive sense diminishes and has been turned into word marks, which serve the purpose of maximizing economic profits. The more recent citizens of our planet know many of these terms as pure status symbols, whereas, to others, they may very well resemble a species that is on the verge of extinction (i.e. puma).
We analyzed this evolution by focussing on 20 exemplarily terms. A software googles the words in question and uses the first 55 image results to create an averaged out picture.
Even though everything is digital and based on pixels, the outcome at first reminds one of a heavy texture oil painting. While a lot is blurred, one is often still able to recognize whether one is dealing with the word’s original meaning, or if it has been corrupted by brands. Partially the layer’s mix creates an interesting and controversial complexity, consisting of natural elements and marketing details. In addition every picture is accompanied by a QR code, linking to an online making-of video.
The paradox and swarm-like detailed pictures document how words are market penetrated.
The original – This project focussed on the online magazine »a3 Kultur«’s special edition, which documented the opening of the so called »Edition 12«, featuring the works of nine Augsburg artists.
Our series deals with change of meaning and ultimately a terms’ value:
Many words have undergone a strong change; they’re descriptive sense diminishes and has been turned into word marks, which serve the purpose of maximizing economic profits. The more recent citizens of our planet know many of these terms as pure status symbols, whereas, to others, they may very well resemble a species that is on the verge of extinction (i.e. puma).
We analyzed this evolution by focussing on 20 exemplarily terms. A software googles the words in question and uses the first 55 image results to create an averaged out picture.
Even though everything is digital and based on pixels, the outcome at first reminds one of a heavy texture oil painting. While a lot is blurred, one is often still able to recognize whether one is dealing with the word’s original meaning, or if it has been corrupted by brands. Partially the layer’s mix creates an interesting and controversial complexity, consisting of natural elements and marketing details. In addition every picture is accompanied by a QR code, linking to an online making-of video.
The paradox and swarm-like detailed pictures document how words are market penetrated.
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