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Concept
PROJECT DESCRIPTION:
Title: COVER
Authors: Dejan Kaludjerovic and Natalija Savic
Make-up artist: Dejan Vucetic
Photographer: Milan Zivkovic
Ambient Installation issuing: Natalija Savic
Concept: The idea of people tending to become artificial,starting from their looks, to their habits, their choice of activities and consummation of a certain cultural happenings on the only criteria that these are fashionable and trendy. These people are then forming
units on the basis of their false-lively-urban-
progressive; and in that way forming artificial mutual relations and relationships. Forming of these units
looks like multiplication of a single cliché. Lifestyle
of that kind of a population is a subject of our issue. Project is conceived as an imaginary cover of a magazine where artists are standing instead of usually used models and calling out for more natural behaviour and not only accepting brand names and must-haves of a current trends. The message is to develop yourself and think about your
own natural potentials as well as to consider the danger
of becoming a cliché and a victim of desperately following the dogma of urban. Therefore stands the slogan done in quite the opposite manner: letters are enveloping the
human hairy skin and associating it with the idea of
moles as very natural personal marks. The title of our project also corresponds with an idea of people becoming covered with a non-transparent layer that masks natural
and more personal characteristics of a human being.
Artists protesting against uniformity and non-consciousness. This project might be exposed as a self-sufficient photography and to be used in organised campaigns (e.g. billboards, published as a cover of art-related magazines, performances, postcards and other promotional material) in order to promote this attitude.
Installation: The wide range of possibilities for using digital images leads to exploring the display techniques
in order to promote the conceptual starting point in variable media. Perceiving the image inside of a three-dimensional space as a challenge transformed the idea to the following installation set: seven to ten (depending
on the space available) vertical panels of a semi-transparent white glass are set in a diagonal range and inside of a completely darkened ambient. The digital image is projected onto these surfaces with the image-projector with the strong reflector (light-source). The dimensions
of these panels should proportionally correspond with the dimensions of a digital image (width divided by 7 or 10
and height proportionally the same). The correct positions of panels that are to function as display-screens are derived from a visitor's entrance-point so the aim is that the image as a whole might be seen only from the entrance-line. When the visitor steps into the installation-room
he can see parts of image on the screens and while he's moving, his gaze direction and angle will determine the picture that he grasps. In this way, the visitor is communicating with the installation on a perceptive and mental level. His walking through that space makes him a participant and he's interactively co-creating his very
own and intimate variations of a digital image module.
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