The organisation store
December 2011 till January 2012
A site specific work based on The organisation that was developed after an invitation by Jelle Bouwhuis, head curator SMBA(Stedelijk Museum Buro Amsterdam) and had to be realized in close collaboration with Stichting Kunst in het Stationsgebied, City of Utrecht, Corio, shop owners and students of design/art academies.
"I was asked to develop a work for two months in an empty shop, located in a side wing of the shopping mall Hoog Catharijne in Utrecht.
Within this setting I proposed to open a store that would present the commercial visual language of the mall as its product. It would appear embedded and at the same time provide a collaborative environment as lab where through audience interaction we could investigate the presented visual culture of shopping.
The idea was to design gadgets with simple materials as A4 folding paper in close collaboration with students of the design academies in the Netherlands, these small takeaways would contain de-contextualized commercial visual language, based on the actual visuals provided by the mall.
To touch the actuality of the mall I proposed to be involved in the communication between the city of Utrecht, Corio and the shop owners. During a meeting with the organizing partners I felt that this engaged artistic attitude was problematic within the economical climate of that time.
After a few weeks in which I was asked to develop a detailed version of my proposal I received a short email with the message that The organisation store was cancelled."
images | web