VISUALITY Project (°1999, Turin, Italy) creates media artworks, photos, drawings and mixed media artworks. By focusing on techniques and materials, Project considers making art a craft which is executed using clear formal rules and which should always refer to social reality.
His media artworks are notable for their perfect finish and tactile nature. This is of great importance and bears witness to great craftsmanship. With Plato’s allegory of the cave in mind, he makes works that can be seen as self-portraits. Sometimes they appear idiosyncratic and quirky, at other times, they seem typical by-products of American superabundance and marketing.
His works are an investigation into representations of (seemingly) concrete ages and situations as well as depictions and ideas that can only be realized in media art. By taking daily life as subject matter while commenting on the everyday aesthetic of middle class values, he often creates work using creative game tactics, but these are never permissive. Play is a serious matter: during the game, different rules apply than in everyday life and even everyday objects undergo transubstantiation.
His works are saturated with obviousness, mental inertia, clichés and bad jokes. They question the coerciveness that is derived from the more profound meaning and the superficial aesthetic appearance of an image. By parodying mass media by exaggerating certain formal aspects inherent to our contemporary society, he makes work that deals with the documentation of events and the question of how they can be presented. The work tries to express this with the help of physics and technology, but not by telling a story or creating a metaphor.
His works are characterised by the use of everyday objects in an atmosphere of middleclass mentality in which recognition plays an important role. VISUALITY Project currently lives and works in Bombay.
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