Gerrit Rietveld Academie workshop:
Casting details.
2nd-7th september 2009
Ivana borovnjak - giovanni innella
1. Observe
“Sampling the world we live in”
WHY observe?
Observations are like the elements for a chemical reaction or, if you prefer, like the ingredients for a good recipe
ok, but observe WHAT?
HIERARCHY
HIERARCHY position
HIERARCHY position
HIERARCHY Symbols
HIERARCHY Size
HIERARCHY Size
CODES
CODES
CODES
CODES
CODES
CONTEXT
CONTEXT
makes a difference
CONTEXT
makes a difference
CONTEXT
makes a difference
CONTEXT
makes a difference
ANALYSIS
Context
Hierarchy
Code
ANALYSIS Context: Countryside, vacation Hierarchy: gendre, age Code: Jewels, colours, gestures
OBSERVATION MEANS: • find relations • create a structure • put things in order
We do it unconsciously
or consciously
And the market knows that
What shall we do?
• observe • extract • remix
Pratone Ceretti, Derossi, Rosso - 1971 Gufram
Marti GuixĂŠ Magis
before
after
Ravanelli
Ravanelli
How shall we observe?
EYES, HANDS, NOSE, EARS, MOUTH...
...but also through STATISTICS, DATA, MEDIA...