Exhibition Design-Dairy Delusion

DAIRY DELUSION the udder truth.

Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Table of Contents

Phase One: The Narrative 3

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Phase Two: Spatial Planning

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Phase Three: Exhibition Staging

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Phase Four: Exhibition Graphics

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One: DAIRYPhase DELUSION The Narrative

Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Exhibition Brief

CORE IDEA The disconnect between dairy products and their consumers illustrated through three phases: pasture, production/processing and palate.

EXHIBIT INFORMATION Trade Show Title

Interpretive Elements

Pasture to Palate

Tools packaging dairy processing equipment electronic media-macro,micro process print media Dairy Road signage paintings sculpture

Location, Time & Date Shrem Museum of Art, UC Davis.

November 7, 2016 - February 10, 2017.

Floor Plan 9,000 square foot / 2,600 square meters

Number of Objects 60 Objects to 100 Objects

Retail Area

Interactive Elements Animal sculptures milking cows food pasteurization simulation shopping special events: movie screening, tasting

Located in lobby space

PROMOTION Banners Billboards Special Events flyers Make-your-own items (inspired my Chicago Millennium Cows) Photo-ops (cow sculptures and one gallon milk jugs)

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DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

PASTURE PASTURE Cows are the most important aspect of the dairy farm. In this section we will introduce what dairy farmers need to feed and take care of their cows.

Interpretive and interactive elements: farming necessities, tools, animal sculptures.

PRODUCTION In this section we will go over the milking process and where the milk is transferred. We will introduce the dairy processing plant and show how milk is packaged and pasteurized.

PRODUCTION/ processing

Examples of dairy packaging, factory equipment, furniture echoing a dairy production facility.

PALATE In this section we will go over how dairy products are brought to the grocery store and then into your home. We will debunk dairy related myths.

INTRO

Interpretive and interactive elements: shocking images and sculptures, packaging designs of dairy products, advertisements, marketing of dairy, debunking dairy myths via screens and interactive quizzes, and food found at the lobby.

PALATE

Preliminary Sketches

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Interviews

DAIRY DELUSION

User interviews were used to gain feedback and develop a greater understanding of how the exhibition could be shaped and improved. Interviewees were asked several questions ranging from who they would visit the exhibit with, what they would do at the exhibit and how long they would stay at the exhibit.

Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Left: Food Science Majors Tyler Simmons & Connor. Food Science Professor Moshe Rosenberg.

Below: Community Member Drew Evans. UC Davis Student Tanya Azari.

Object List: Pasture

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A01 Audra Milkern “Cherry Vallery Diary”

A02 Audra Milkern “Untitled”

A03 Audra Milkern “Beemsterbeleving Farm”

A04 Audra Milkern “Haafell Farm”

A05 Audra Milkern “Little Brown Farm”

A06 Audra Milkern “Untitled”

A07 Rollie Brandt “April Fresh Farm”

A08 Rosa Bonheur “Ewe”

A09 Ulrike Palmbach “Cow”

A10 Will Kurtz “Rosie”

A11 Yoram Wolberger “Calf”

Object LIst: Production/Processing

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

B01 Andy Warhol “Cheddar Cheese Soup”

B02 Deborah Oropallo “Absolute”

B03 Deborah Oropallo “Ample”

B04 Deborah Oropallo “Bulls Eye”

B05 Deborah Oropallo “Cattle Class”

B06 Deborah Oropallo “Cow Lick”

B07 Deborah Oropallo “Gravid”

B08 Deborah Oropallo “Gusto”

B09 Deborah Oropallo “Herd”

B10 Deborah Oropallo “Looking Back”

B11 Deborah Oropallo “Mask”

B12 Deborah Oropallo “Milk Men”

B13 Deborah Oropallo “Milk Model”

B14 Deborah Oropallo “Taurus”

B15 Deborah Oropallo “Tit Tat (One)”

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B16 Deborah Oropallo “Tit Tat (Two)”

B17 Deborah Oropallo “Tit Tat (Three)”

B21 Rose Eken “Cheesy Papfarve”

B22 Rose Eken “Milk Carton”

B18 Deborah Oropallo “Torrent”

B19 Deborah Oropallo “Trigger”

B20 Matthias Merkel Hess “One Gallon Milk Jug”

Object List: Palate

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

C01 Ai Wei Wei “Baby Milk Installation”

C02 Desire Obtain “Cherish Delicious Candy”

C03 “iMilk”

C04 Irving Penn “Ripe Cheese”

C05 Jeff Wall “Milk”

C06 Jennifer Rubell “Icons”

C07 Jeremy Everett “Painting A Room With Milk”

C08 Marina Abramovic “The Kitchen: Carrying Milk”

C09 Norma Jeane “The Happy Surrender”

C10 “Over Spilt Milk”

C11 Rene Magritte “This Is A Piece Of Cheese”

C12 Robert Gober “Long Haired Cheese”

C13 Robert Gober “Untitled”

Phase Two: Spatial Planning

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Scaled Model

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Floor Plan Wall text: Title, tagline

LED screen turf

Exhibition Title, Tagline

pastoral photographs

White pedestals hay bale seating White Benches

Deborah Oropallo Milk Model #1

Metal Benches

doorways

conveyor belt of milk bottles factory photograph

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Deborah Oropallo Milk Model #2

Paint And Materials

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Walls California Blue 2060-20 The wall color in the Pasture room is California Blue 2060-20, a bright blue that will contribute to the idealistic approach to the subject of dairy. In contrast, the Production/Processing wall color, Symphony Blue 2060-10 is a darker somber blue that reflects the disconnect between the public and the way their dairy is produced.

Finally, the Palate room wall is Simply White to echo the shocking nature of the objects as well as echo the color of milk.

Synthetic turf will be used on the floor of the Pasture room to recreate a farm-like atmosphere. The rest of the exhibition will use the concrete already present in the Shrem Museum of Art.

Floors Symphony Blue 2060-10

Simply White OC-117

Synthetic Turf

Concrete

Wall Color Plan

P1

Symphony Blue

P1

P2

Exhibition Title, Tagline

California Blue

P3 P3

Simply White

P2

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Lighting

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

A. LED lighting emulating sunlight Exhibition Title, Tagline A. LED Lighting Emulating Sunlight

C. LED Lighting Emulating Grocery Store

A

C. LED lighting emulating grocery store

B B. Dim area including industrial wash and spot lighting

B. Dim area including industrial wash and spot lighting

C

Furniture Typology

The hay bale seating adds to the pasture room by making the visitor feel as if they are on a farm. The industrial furniture compliments the production portion of the exhibition, contributing to its darker atmosphere. The furniture in the palate room is white and clean to emphasize the disconnect between the different phases.

Seating: The seating format of the exhibition consists of rectangular benches that are reflect the environment of the three areas in the exhibition via pasture, production/ processing and palate.

Pasture - Hay Bale Bench Production/Processing - Public Steel Bench Palate - Minimalist White Bench

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Pedestals: Pedestals vary in color and are only used in two areas via production/ processing and palate.

Production/Processing - Brushed Aluminum Pedestal Palate - White Laminate Pedestal

Frames: Frames vary in use depending on location of the object.

Pasture - Classical Picture Frame Production/Processing - Black Photography Frame Palate- White Photography frame

LED Video Panel and Black

Photography Frame

Color Palatte

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

The object label colors compliment the wall colors.

They correspond to the purpose of the room. Green for Pasture to resemble farmland and sunshine. Red for Production/Processing to represent the phase that is paid the most attention. And finally blue/ gray for Palate to keep the room simple, minimalist and neutral.

Pasture

Production/Processing

Palate

C 89 M 39 Y 20 K 79

C 38 M 86 Y 63 K 41

C 77 M 57 Y 19 K 6

Wall Color

Object Label Text Color

Phase Three: Exhibition Staging

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Renderings

DAIRY DELUSION Calf, YoramWolberger

Cow, 2004 Ulrike Palmbach

Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Rosie, Will Kurtz

Hay Bale Seating: Circular hay bale laid on its side covered in Plexiglas.

Synthetic turf: Bright green

synthetic turf to add to the pastoral ambiance of the room.

Cowlick, Deborah Oropallo

Conveyor belt with examples of dairy packaging 22

Milk Model, Deborah Oropallo

Tit, Tat 1-3, Deborah Oropallo

Factory photograph :To clearly show the process of milking cows and capture the unknown aspects of the process.

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

One Gallon Milk Jug, Matthias Merkel Hess

Industrial Benches

Cheese made from a mother’s milk

LED Screen showing films such as Ai Wei Wei’s Baby Milk installation

Delicious Mass Cotton Candy, Desire Obtain Cherish

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Long-haired Cheese, Gober

DAIRY DELUSION April Fresh Farm, Rollie Brandt

The Female Farmer Project, Audra Mulkern

Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Hay bale seating

Featured Artists: Deporah Oropallo

Deborah Oropallo is a Bay Area based artists. She received a B.F.A. from Alfred University and an M.A. & M.F.A. from The University of California, Berkeley.

Oropallo’s work has roots solidly planted in painting but currently incorporates camera, computer, printer and paint. The resulting images of shuffled layers creates a type of remix or fusion of time, place, form and content. This process produces pictures with random distortion that evolves or remains from this type of digital manipulation; one primarily of removal.

Catherine Clark Gallery Artist Biography

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Featured Artists: Audra Mulkern

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Audra writes and photographs “The Female Farmer Project” – a chronicle of in-depth stories about the rise of women working in agriculture around the world. The Female Farmer Project has garnered international recognition. audramulkern.com Her photos are used in the Pasture room to illustrate the ideal image of the dairy farm. Her photographs are endearing and cheerful, the complete opposite of the dairy delusion.

Phase Three: Exhibition Graphics

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

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Graphics Palatte

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

The milk splotch symbol will be consistent throughout the branding of the exhibition. It will take two forms as pictures below. Its most common usage will be to house the Shrem Museum of Art logo in all branding and marketing materials. The milk splotch was also chosen to tie in the dairy theme throughout, taking some focus away from the image of the cow.

Cubano was chosen for it’s bold, large, round, all-caps letters. Some of the letter, the A especially seem to resemble a cow in some ways.

Memphis provides a strong contrast to the sans-serif font of the exhibition title. The exhibition title then stands out next to the title.

Exhibition Title

CUBANO

ABCDEFGHIJKLM NOPQRSTUVWXYZ DaIRY DELUSION

Exhibition Tagline

Memphis LT Std ABCDEFGHIJKLM NOPQRSTUVWXYZ

the udder truth.

Exhibition Title and Tagline Three-dimensional letters of exhibition title filled with white liquid resembling milk.

Dairy Delusion Text explaining purpose of exhibition.

When things happen - enjoy them. They’re little gifts. In this world, everything can be happy. All you have to do is let your imagination go wild.

Look around. Look at what we have.

Ulrike Palmbach 30

Cow, 2004

When things happen - enjoy them. They’re little gifts. In this world, everything can be happy. All you have to do is let your imagination go wild.

When things happen - enjoy them. They’re little gifts. In this world, everything can be happy. All you have to do is let your imagination go wild.

Hay bales

the udder truth.

Title Graphics

Three dimensional clear acrylic letters

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Dairy Delusion Each room title will be designed with the contents of the room in mind. Three dimensional letters will be filled with objects pertaining to the exhibit.

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Three-dimensional letters of room titles filled with objects pertaining to the subject: grass, hay.

Wall text explains revelance of the room to the “dairy delusion�.

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DAIRY DELUSION

PRODUCTION Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis

Chaitra Bangalore Joshua Hong DES 185 Fall 2015

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Three-dimensional letters of room titles filled with objects pertaining to the subject: machinery.

Wall text explains revelance of the room to the “dairy delusion�.

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Three-dimensional letters of room titles filled with objects pertaining to the subject: cheese and other compact dairy products.

Wall text explains revelance of the room to the “dairy delusion�.

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Promotional Materials

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

The exhibition will have several special events that will further illustrate the dairy delusion. Some events include, Ai Wei Wei’s Baby Milk performance art piece, a film about female dairy farmers, an artist who carves sculptures out of cheese, and an artist who paints with milk.

Dairy delusion

Dairy delusion

Special Events

Special Events

January 20th: Ai WeiWei Baby Milk

December 14th: THE CHEESE HEAD

He’s also one of the most prolific and widely exhibited across the globe, despite being prohibited from leaving China since 2011. “Baby Formula,” now on a limited run at the Ayala Museum, marks the first time the artist-provocateur presents his work in the Philippines, and only the second time that this particular exhibit is staged.

Brooklyn Museum Gives ‘Head Cheese’ New Meaning The art was edible at the Brooklyn Museum last night. For one night only, instead of being forbidden from touching the artwork, museum visitors were encouraged not only to touch, but also to eat it.

Banners and Billboards

The three images chosen for the promotional materials are Gober’s Long Haired Cheese, Oropallo’s Trigger, and Hess’s One gallon milk jug. These three unique works of art will attract people to the exhibition, causing them to wonder about the contents. Opposite the image banner is the text banner with the title of the exhibtion and the museum logo or title of the featured artist with the museum logo. The banners are succesful as standalone items, or placed together they tell a bigger story about the exhibition.

DELUSION

DAIRY DELUSION

DELUSION

DAIRY DELUSION

THE DAIRY

DAIRY DELUSION

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THE DAIRY

DELUSION

DELUSION

featuring : Deborah Oropallo

THE DAIRY

Featuring:

Deborah Oropallo

DAIRY DELUSION THE DAIRY

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

DAIRY DELUSION

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DAIRY DELUSION

The billboard serves to attract people to the Shrem Museum of Art. The hairy cheese sculpture by Gober is a captivating, shocking work of art that will draw the public into the exhibition.

Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Object Labels

Ulrike Palmbach Cow, 2014 Musln, wood polyseter, fiberfill thread, metal base 36 x 94 x 48 inches Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Deborah Oropallo Trigger, 2013 Pigment paper, collage on paper 44 x 30 inches Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

Irving Penn Ripe Cheese, 1992 Dye transfer print 21 x 17 inches Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur.

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Object Label Examples from Top to Bottom: Pasture Object Label Processing/Productin Object Label Palate Object Label

Web Promotions

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

There are three web banners that will be featured on the museum website. Each banner contains information about the attractions in the exhibition, one for each stage. We will feature Deborah Oropallo’s Trigger, Matthias Merkel Hess’s One Gallon Milk Jug, and Robert Gober’s Long Haired Cheese. These three works of art are captivating pieces that will attract the public to the exhibition.

Object Labels-In Situ A Artist Name: Avenir Next Medium 22 point size B Title: Avenir Next Italic 20 point size Year: Avenir Next Regular 20 point size C Medium and Dimensions: Avenir Next Regular 20 point size 3 Inches

Ulrike Palmbach B Cow, 2014 C Muslin, wood polyseter, fiberfill thread, metal base 36 x 94 x 48 inches A

8 Inches

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DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015

Outdoor Cow Sculptures

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Inspiration

Application

The outdoor cow sculptures are based on the Millennium cow sculptures in Chicago. The project commissioned artists to paint a standard mold of a cow as a part of the Cow on Parade Exhibit.

The same idea will be used for the Dairy Delusion exhibit in the form of cow sculptures as well as one gallon milk sculptures that will be designed by students on campus.

DAIRY DELUSION Chaitra Bangalore Joshua Hong DES 185 Fall 2015