Perfectly Poised
“PERFECTLY POISED” was a large site specific text installation. It is a striking statement that was used to create desire and sell the dream lifestyle promoted in new and upmarket apartment developments. The two words were taken directly from the text of advertising, it eloquently and immediately expresses the hyperbole of real estate marketing that relies on the language of the hyperreal to brand and promote the Dockland’s executive image.
In keeping with the Docklands environmentally friendly, low energy program, “PERFECTLY POISED” was lit by low voltage LED lighting. The text was highly visible during the day and was lit with spotlights for night time viewing, allowing those taking an evening promenade to view it from afar or to be seen by those in their apartments and offices from above. The intention was to encourage people to reflect on the meaning of the text, and to capture viewer’s imagination on how these words may resonate on a multiplicity of levels.
In keeping with the Docklands environmentally friendly, low energy program, “PERFECTLY POISED” was lit by low voltage LED lighting. The text was highly visible during the day and was lit with spotlights for night time viewing, allowing those taking an evening promenade to view it from afar or to be seen by those in their apartments and offices from above. The intention was to encourage people to reflect on the meaning of the text, and to capture viewer’s imagination on how these words may resonate on a multiplicity of levels.
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