Video: A field of shoes and a grass of laces. Installation "Field" by Dominic Wilcox
2024 Author: Richard Flannagan | [email protected]. Last modified: 2023-12-15 23:55
It seems that the time is coming when manufacturers are beginning to understand that ordinary advertising rather annoys potential buyers than encourages them to buy a particular product. This means that you have to come up with something new, non-standard, creative, and advertising is gradually turning from a simple "engine of trade" into real works of art. One of them - the installation "Field" - is in front of you.
The installation was created by British designer Dominic Wilcox, who presented his work at this year's Milan Furniture Fair. The title of the work speaks for itself - thanks to the efforts of the author, a small piece of the field has appeared in the gallery. True, the field is unusual: instead of earth - shoes, grass are replaced by laces, which, in turn, do not stretch to the sun, but only to a small window. Shoes, by the way, are of various shades of brown - to make them more like the ground. Well, the laces are, of course, green.
Now let's get back to advertising. All footwear used in the installation (which is no less than 250 pairs) belongs to the British company TERRA PLANA, which positions itself as a manufacturer of footwear and accessories made from environmentally friendly materials. It is precisely this environmental friendliness of products that is clearly demonstrated by the work of Dominic Wilcox. However, even if you do not know about this advertising subtext of the installation, the work itself will not lose much from this: in any case, it will remain an original work of art, prompting reflections on the connection between man and nature and the naturalness of the products we consume.
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