Gerrit Rietveld Academie eindexamen / graduation show 2009

“SEMI-DIGITAL TRYPTICH”

Semi-digital Tryptich

PUBLICITY PLANT / DRIP / MOBILE THRILL
BEFORE / DURING EXPO / AFTER
(VOORTRAJECT / TIJDENS EXPO / NAZORG)

CATALOGUS TEXT:

Sander Veenhof’s original background is in computer science. Being capable of controlling our increasingly digital environment through programming and technical solutions, in his art career he focuses on the contrary: incorporating dependencies, deprogramming and exploring the aesthetics of unlogica. Targeting the mental and physical in-between space created as a result of shifting media use or unifying incompatible scopes.

The three works in the exhibition showcase this approach when looked upon individually, but the series as a whole highlights another focus’ in Veenhof’s work: the intertwining of his own art career with the works he makes.

To attract attention to himself in the overly busy contemporary art world and to color up the graduation ceremony, Veenhof came up with a concept to serve both these purposes in harmony. He started raising a ‘graduation bouquet’ in an interactively controlled greenhouse hosted in the hallway of his Amsterdam home. The custom designed greenhouse control system converted all online publicity into bouquet growth by switching on a grow-light above his ‘publicity plant’ whenever blog-postings, Twitter messages or Delicious bookmarks referred to the project. The resulting bouquet, visualizes in a very natural way the success of the project, being the project itself at the same time.

Besides announcing his graduation beforehand, offering a worthwhile interactive new media experience at the show, the follow-up of the exhibition is taken care of too. A mobile cinema installation distributing a promotional video clip to the ultimate media platform of today (as seen from a marketing perspective that is): mobile phones with cam function. The installation solves the contemporary issue of the indifference (or even disappearing) audience by requesting people to stand still, give their phone out of hand, relax and wait. Quite disturbing and emotional practices for people these days, contributing to a raised mental awareness, attention and openness. Plus a high expectation and urge to get something in return for their invested time. A perfect state-of-mind to close that deal with the delivery of a SNDRV promotion video.

Catalogus text Sander Veenhof - Chinese

Catalogus text Sander Veenhof - Chinese

Publicity Plant: sndrv.nl/publicityplant

Mobile Thrill: www.youtube.com/watch?v=6ewpa4yt89w

Drip: www.youtube.com/watch?v=yLVTcz63aUc