The world on the surface by René Schmidt, febuar 2004

text ENG/DK

The world on the surface. From tapestry of the year
to the new storefront. It's the same box with new colors
and graphic. Fona becomes Synoptik but for
now it is Home that has the cube (space). Been
there, got the T-shirt. T-shirt, sweatshirt, new surface,
pictures, 2D that you pull over the body (3D). To Unilever
Tetrapak is their chameleon, and transform and transform -
new surface - and transform/modify/change. Make the world
look like it needs your help - Fetch!
Unilever is one of those multinational monster-corporations
that spread out goods in all directions. Commodities/objects
meet in the western, global marketplace with each their own
advertising campaign. At Unilever, Procter and Gamble etc,
they simulate free market forces in their own house; in the
shop you experience Unilever’s products as being in competion
with each other on price, quality, brand and so forth, but
the products are all produced in the same factory, the TV-commercial
created in the same studio.
This is a dynamic simulator, new products all the time, or at
least a wrapping that changes constantly, now with pylifyt
plus, camouflage and absent-mindedness, object-chameleon.
You know the phenomenon from things such as hair products
or those small gadgets you at some point threw in the laundry
machine. Constantly there is rewording and re-modeling.
Toothpaste with holograms, shampoo bottles in the same
shape as cell-phones and tennis shoes. The electric boiler
from Tefal looks like something between an UFO and an iMac.
The anchor in practice/user-friendly is drifting, scale floats.
For low-price goods the transportation factor becomes the
practice. Transportation turns into the all-important principle of
modeling regarding the low-priced goods; things are supposed
to be stacked, they need to take up as little space as
possible, it's all about exploiting the europallet to the utmost.
An example is the plastic garden chair with its peculiar vshaped
legs; they are die cast in one take - a product produced
fully automatic, it's one object. The quantity of objects
in the world is drastically increasing; every product has its own
format, nothing fits together, and especially not with what is
left from yesterday.
I try to model through these collective processes. To frame the world with the same simulating multiplicity!

 

 

DK

Verden på fladen. Fra årets tapet til butikkens nye

front. Det er den samme boks, med ny farve og

grafik. Fona bliver til Synoptik men i øjeblikket er det

Home, som har kuben (rummet). Been there, got

the T-shirt. T-shirt, sweatshirt, ny overflade, billeder,

2D som du krænger, trækker ud over kroppen (3D). For

Unilever er Tetrapak deres kamæleon, og skift og skift - ny

overflade - og skift. Få verden til at se ud som om den har

brug for din hjælp - Aport!

Unilever er et af de multinationale monsterselskaber, som

spytter varer ud i alle retninger. Varer/objekter, som mødes på

den vestlige, globale markedsplads, med hver deres reklamekampagne.

Hos Unilever, Procter and Gamble ect. simulerer

man de fri markedskræfter i eget hus; i butikken møder man

Unilevers produkter, som værende konkurrerende, på pris,

kvalitet, brand osv., men varerne er produceret på samme

fabrik, tv-reklamen skabt i samme studie.

Dette er en dynamisk simulator, nye produkter hele tiden, i al

fald en indpakning som skifter overflade konstant, nu med

pylifyt plus, camouflage og distrahering, objekt-kamæleon.

Man kender fænomenet fra eksempelvis hårplejeprodukter,

eller de dimser man på et tidspunkt skulle smide i vaskemaskinen.

Der bliver omformuleret og nymodeleret hele tiden.

Tandpasta med hologrammer, shampooflasker i samme formsprog

som mobiltelefoner og tennisko. Elkedlen fra Tefal ligner

en mellemting mellem en ufo og i-mac. Forankringen i praktik/

brugelighed sejler, skalaen flyder.

I de helt billige varer bliver transportfaktoren gjort til praktikken.

I discountvaren bliver det altoverskyggende modelleringsprincip

transporten; ting skal kunne stables, de skal fylde

så lidt som muligt, det drejer sig om at udnytte europallen til

sit yderste. Et eksembel på dette er plastikhavestolen med

dennes besynderlige V-formede ben; de er sprøjtestøbt i ét

hug - et produkt, som kan fuldautomatiseres, det er ét objekt.

Objektantallet i verden stiger med voldsom kraft; hver producent

sit format, ingenting passer sammen, og da specielt ikke

med det fra i går.

Jeg forsøger at modellere via disse kollektive processer. At

ramme verden med den samme simulerede mangfoldighed.