The New Color

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Created: 09/21/12
Last Edited: 12/04/12
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Description
ENG

Personal project, 2011, video 2'39", website: www.thenewcolor.net

The project consists of the video carried out in the typical advertising esthetics and the website, both describe us the brand new and previously non-existent color.
The project explores the intriguing and desirable effect deliberately delivered to us through the the media, such as typical TV ad.
There's not too many things that can really excite us as the expanding the range of human perception and in the current case it comes to completely new experience for human vision - going beyond the boundaries of the color spectrum. At the very beginning of the video a pleasant voice manifests: "Starting from now our common concepts of color have become outdated…"
However, it is absolutely clear that the solicitude and fascinating effect, that advertisements often possessed of and that we're so eager to succumb to, is deliberately and skillfully constructed and being a pseudo-reality as well as the world of pure connotations. It did not take part in the production and the direct application of things, but it is an integral part of the system, not only because it refers to the consumption, but also because it becomes an object of consumption itself. It is necessary to clearly distinguish between its dual status: it is the discourse of things, and the actual thing. And in fact as unnecessary, unimportant discourse, it is acceptable as a subject of culture.
In the work "The New Color" the advertisement is placed in the territory of art as an artistic gesture, and since the object of advertising doesn't exist and most likely is impossible at all, there only remains the status which is suitable to be considered as a culture subject.

RU

Персональный проект, 2011; видео 2'39", вэбсайт: www.thenewcolor.net

Проект состоит из выполненного в рекламной эстетике видео и вэбсайта, которые рассказывают о новом, только что созданном и ранее несуществующем цвете.
Художественный проект исследует эффект интригующего и желаемого донесённый до нас посредством его репрезентации в медиа, т.е. рекламы. Не многие вещи могут так сильно волновать нас, как расширение спектра перцепции, здесь речь идёт о совершенно новом опыте для человеческого зрения, а именно выходе за границы цветового спектра. В самом начале видео приятный голос манифестирует: "С этого момента наши привычные представления о цвете устарели…"
Однако нам совершенно очевидно что заботливость и чарующий эффект которым так хочется поддаться, и которыми часто обладает реклама, это умело сконструированная псевдореальность и мир чистой коннотации. Она никак не участвует в производстве и непосредственном применении вещей, и однако она входит неотъемлемой частью в их систему - не только потому, что в ней идет речь о потреблении, но и потому, что она сама становится предметом потребления. Следует четко различать этот её двойственный статус: она является и дискурсом о вещи, и собственно вещью. И именно в качестве ненужного, несущественного дискурса она и оказывается пригодной к употреблению как предмет культуры.
В работе "The New Color" в качестве жеста реклама помещается в художественное пространство, и так как сам рекламируемый объект не существует и в принципе невозможен, остаётся только тот её статус который пригоден к употреблению как предмет культуры.
  • The New Color
  • Personal project, 2011, video 2'39", website: www.thenewcolor.net

    Mystification about the invention of brand new color, that doesn't have anything in common with all the colors and shades that we know. The project is carried out as internet intervention.
  • Screen captures
  • Representation in exhibition space
  • «Insight & Foresight» exhibition at the Moscow's Center for Contemporary Culture «Garage»
  • "Now is Just Right Now" solo show at Taiga, Saint-Petersburg.
  • Description


    The project consists of the video carried out in the typical advertising esthetics and the website, both describe us the brand new and previously non-existent color.
    The project explores the intriguing and desirable effect deliberately delivered to us through the the media, such as typical TV ad.
    There's not too many things that can really excite us as the expanding the range of human perception and in the current case it comes to completely new experience for human vision - going beyond the boundaries of the color spectrum. At the very beginning of the video a pleasant voice manifests: "Starting from now our common concepts of color have become outdated…"
    However, it is absolutely clear that the solicitude and fascinating effect, that advertisements often possessed of and that we're so eager to succumb to, is deliberately and skillfully constructed and being a pseudo-reality as well as the world of pure connotations. It did not take part in the production and the direct application of things, but it is an integral part of the system, not only because it refers to the consumption, but also because it becomes an object of consumption itself. It is necessary to clearly distinguish between its dual status: it is the discourse of things, and the actual thing. And in fact as unnecessary, unimportant discourse, it is acceptable as a subject of culture.
    In the work "The New Color" the advertisement is placed in the territory of art as an artistic gesture, and since the object of advertising doesn't exist and most likely is impossible at all, there only remains the status which is suitable to be considered as a culture subject.

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