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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...



observe