How do we know when it is right to take one medium, and put it into a whole new medium, without doing it simply for the sake that we can do it?
Our finale to Graduate Academy friday evening involved a panel discussion with the very talented people from Mother, joined by a few collaborators, sharing with us the inside know on how they tackled the enormous project for Beck's the beer people.
So what's it all about? Big green 3D boxes in the street? Click on an app? See something cool?
In a nutshell, Beck's and the guys at Mother have got together with a bunch of fantastic artists all over the world, invited them to submit a piece of artwork. A handful of 3D green boxes are to appear in various cities around the world, and those of you lucky enough to own an iPhone get to see this artwork in context; above the statue of liberty, broadway, urban street etc. Collaborating with and promoting talented artists across the world in a whole new way is phenomenal, no question, however I did leave the presentation with one particular question really burning in my pocket....
How do we know when it is right to take one medium, and put it into a whole new medium, without doing it simply for the sake that we can do it?
Art for me, for most, is about appreciating the texture, the shape, the angles, the lighting, the tactile beauty that is every reason why we love artwork in the first place; so with the ever emerging technology in the digital world, are we simply forcing every concept into a digital solution? What more, if not less, do we get from viewing artwork randomly on an iPhone, rather than up close? Don't mistake me, I think digital is most definitely an exciting way forward and is already transforming the world of design, for example The Museum of London's Street Museum, probably the best concept of augmented reality I've appreciated so far, where the street context and user selection is crucial to the experience, something the iPhone does beautifully...
I think Beck's need to look a little further out of the 'green' box and push this concept a lot further, as what they're doing could start a whole new way forward for artists, they just need to make it a little more convincing first!
TELL ME WHAT YOU THINK!!
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