Site specific installation on media facade of Museum of Contemporary Art in Zagreb during the HTaward@msu.hr exhibition.
When thinking about the space of the city, certain areas - especially buildings - are more clearly written in our mental map. They often include architectural and urban dominant in its micro-location. These are called landmarks, and are an essential element of the city. They are tagged in space by being visible from many different directions or by acting in stark contrast with their surroundings, thus separated according to size, shape or color; or the combination of all these elements.
As the most powerful post-transition landmarks, our cities are highlighted with shopping center buildings and their logos, which are becoming the archetype of orientation. Such a situation is not surprising because a logo - as a symbol - is a dominant element which is actively involved in the post-industrial urban environment.
With abstracting the logos of the supermarket chains to their dominant element – the color, a specific palette is being created. By projecting them on the facade of the Museum, they are transforming the building into a fluid landmark within a public space, in which it is becoming less and less dominant because of recent urban activities in the surrounding area.
Threatened in its position of highly representative but visually silenced landmark, with this intervention the Museum artificially repositions its context within the same space, using the same mechanisms of those who threaten it. Branding the building sets a visual trap for those who, in their more or less routinized passings by the Museum, instinctively recognize these magical color combinations.
When thinking about the space of the city, certain areas - especially buildings - are more clearly written in our mental map. They often include architectural and urban dominant in its micro-location. These are called landmarks, and are an essential element of the city. They are tagged in space by being visible from many different directions or by acting in stark contrast with their surroundings, thus separated according to size, shape or color; or the combination of all these elements.
As the most powerful post-transition landmarks, our cities are highlighted with shopping center buildings and their logos, which are becoming the archetype of orientation. Such a situation is not surprising because a logo - as a symbol - is a dominant element which is actively involved in the post-industrial urban environment.
With abstracting the logos of the supermarket chains to their dominant element – the color, a specific palette is being created. By projecting them on the facade of the Museum, they are transforming the building into a fluid landmark within a public space, in which it is becoming less and less dominant because of recent urban activities in the surrounding area.
Threatened in its position of highly representative but visually silenced landmark, with this intervention the Museum artificially repositions its context within the same space, using the same mechanisms of those who threaten it. Branding the building sets a visual trap for those who, in their more or less routinized passings by the Museum, instinctively recognize these magical color combinations.
Brandscapes from Neven Petrovic on Vimeo.