Project Aim


This project explore a particular random process with no direction, no constructed method and no predictable outcome. It sets out a field of possibilities for the unexpected discoveries.

Method of Random Process

My method is to use numbers and Photoshop measurements to determine a location on the map. The random method is derived from the date 17. 01. 12. There are six digits in total on the date i undertaken this project. The digits are 170112. I need two sets of numbers each for the longitude and latitude to locate a destination on the map of my selected area.

First set of numbers generated with the first three digits: 17+0=17 (Longitude)
Second set of numbers generated with the last three digits: 11+2=13 (Latitude)

The unpredictable outcome on the map is on Victoria Street, Darlinghurst.


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Location of Random Process

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Evidence of Random Process

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Research on the Random Location

The Green Park is located on Victoria Street in Darlinghurst. It's situated near Darlinghurst Road and Oxford Street. Darlinghurst is an inner city suburb with some historic sites such as Darlinghurst Gaol and Darlinghurst Courthouse situated within the area. It is a culturally rich destination with a diverse range of population. Oxford Street is also a famous destination for the annual Mardi Gras, which attracts tourists around the world.

Research on the Random Object

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From the random process of collecting evidence from the site, the trashed coke can soon reminds me the iconic Coca-Cola billboard sign situated in the nearby suburb Kings Cross. The famous red and white billboard is a heritage listed advertising billboard created in 1974. It is made of vertical bars and reflective lamps. The billboard is viewed as an iconic landmark rather than an advertising venue.

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Concepts from Research

1. Popular Culture - in today's society where urbanization and globalization is in fast action, are we losing our traditional values as popular culture are taking over everything we consume. Here I questions is the popular culture the new culture?


2. National Identity - China has undergone a massive change since the economic and social revolution, here I questions a generation caught in the middle as some of our traditional values have been abandoned and popular culture has been established, therefore consumer lifestyle has been changed.


3. Media and consumerism - Advertising and media plays a major role in our daily life by informing values and assumptions in our cultural system. Here I explores the relationship between the media and how it drives consumerism.

Inspirations and Ideas

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Chinese artist Hao Hong's well know photographic series "My things" composes thousands of objects from everyday life, which invites the audience to discover Chinese contemporary society before and after the revolution.

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Chinese artist Ai Wei Wei's work "Han Dynasty Urn with Coca-cola Logo" addresses Chinese national identity by adopting Chinese traditional art and placing it in a new context. The art work reflect the tension between the traditional socialist society with the consumerism driven capitalist reform.

Experiments


Things I consider to experiment with Coca Cola element

I want to explore form and shapes, especially geometric shapes and how it exists within the natural environment. Form of flower and leaf.
I also want to take the logo and place it within a different context. This is to question traditional values and new culture.
I also want to explore the brand identity by removing the logo from the packaging or changing the color of the packaging.

Concepts derived from Further Research



Packaging and Consumerism


2.jpg333.jpgThe brand identity of Coca Cola is all about pursuit of happiness. The drink was manufactured and launched in America in the 19th century and became the world’s most valuable brand. American culture was built on the concept of life, liberty and the pursuit of happiness. Coca Cola advertising not only affects the American culture it also helps to shape the American culture, becoming a part of popular culture that communicating values to the rest of the world. Therefore advertising and packaging plays a major role in our daily life by informing values and what we buy and consume.

Packaging not only protects the product from damage but it also promotes the product itself in the competitive market. Packaging design is a primary tool for every consumer product as it establishes a brand identity and creates values. Branding also leads to product identification which in turn will lead to brand loyalty and therefore generate repeat sales. When consumers are making purchasing decisions, packaging is judged in terms of its branding and information design, successful packaging design should always communicate on both emotional and functional levels in order to create an impact to generate interest and desire, which drives consumerism.

The first experiment involves removing the brand identity from the packaging. The second experiment involves changing the colour of the packaging. Both experiment proves that Coca Cola established a strong brand identity and it is this strong brand identity became not only a trademark but also an icon worldwide. The colour red is a an unique attribute that people associate with the brand.


Globalization. Traditional Value VS Popular Culture.

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In today's society where urbanization and globalization is in fast action, we are losing our traditional values as popular culture takes over everything we consume. Therefore, the popular culture has become the new culture.

Globalization is the trend of economic development in the world today. In this massive tide of economic globalisation, no country can develop in isolation. This is evident as China has a long history of isolation before the revolution. It has undergone a massive change since the economic and social revolution by opening to and integrating with the outside world. Beginning of 1980s to 1990s, China became exposed to western elements, notably the pop culture. In the post revolution era, China’s contemporary art gradually changed from a serious social approach to an entertaining approach for the consumer society.

Popular culture refers to the mainstream of a given culture especially the western culture in the emerging global context. It is heavily influenced by the mass media. Pop art is an art movement that associate with popular culture emerged in the 1950s. It challenges the traditional fine art by including imagery from popular culture from the mass culture. In Pop art, material is visually removed from its known context, isolated or combined with unrelated material.

This experiment addresses Chinese national identity by adopting Chinese traditional art such as the imagery of Chinese opera mask and placing it in a new context. The intention is to reflect the tension between the traditional socialist society with the consumerism driven reform. Traditional paper cut technique is used to create imageries in the artwork, this is then photographed and digitally arranged to represent a generation caught in the middle as some of our traditional values have been abandoned and popular culture has been established.


Two dimensional VS Three dimensional & Organic VS Geometric




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Form and shapes are significant as they define objects in space. They cannot exist without space. There are various ways to categorize form and shape, these are two dimensional or three dimensional. Form and shape can be describes as organic or geometric. Organic shapes have irregular outlines and asymmetrical. Organic Geometric shapes are those have regular shapes such as squares, circles and regular forms.

Architecture is one of manmade form that composes of geometric forms. However not all the constructed or made forms have regular shapes. This is evident in surface pattern design. Also not all naturally occurring objects are organic. Everyday objects and their environment can be viewed as realistic or naturalistic.

Our perception of shape and form can be influenced by the position of our viewpoint and the impression it makes. The space around the object can distract the focus and alter our impression. A cluttered background tends to diminish the importance of the object.

In this experiment, the random object is a two dimensional trashed coca cola can. It has a unique form and shape. An organic shape is resulted from the flattened process of the three dimensional geometric can. The object is viewed as realistic within the spatial surrounding in the park. By isolating the object against a blank background, it draws importance and meaning to the object itself. Geometric shapes in nature are explored by positioning and layering organic shapes in a series of patterns.