Proposal for a scenography, initiated in 2017.
The design rules that dictate the course of The Responsive W are taken from the original design that Experimental Jetset made for the Whitney museum in New York. Initially, the design studio just wanted to offer the Whitney a set of five rules to form the iconic W in any given context. The museum didn’t accept the offer though, and requested a more substantial result.
In a series of architectural proposals I am exploring the possibility of using this set of rules to create a scenography for an exhibition. What interests me is that Experimental Jetset took the original dimensions of artworks as a given, something that the museum’s branding should stand in the margins of. I find this principle very helpful in understanding the way artworks are often squeezed into their surroundings.