Derooted is in a constant state of experimental innovation, building our capacity to push conceptual boundaries. Our ongoing engagement with the artist community reflects our fascination with the new – the creative.
Taking part at various artistic exhibitions gives us the opportunity to interact with audiences, engage their senses and define our relationship with various art forms.
We decided to build an installation for the Scotiabank CONTACT Photography Festival to explore ways we can give the audience an opportunity to interact with art and participate in the storytelling. This installation turns the passive viewing experience into an immersive multi-sensory engagement. The spectator becomes the art.
In Understanding Media, Marshall McLuhan defined photography as a ‘hot’ medium, characterized by single sense stimulation with a high degree of data. According to McLuhan, absorption of the ‘hot’ message requires minimal involvement on the part of the viewer. ‘Cold’ mediums, by contrast, are low in data because little visual information is provided, thus putting the user in a more active role of filling in the gaps.
The exhibition reacts against McLuhan’s principles by demanding viewer involvement in the process; suggesting that the consumption of still images can be ‘cold’. The show presents five unique artworks, collaborations by 11 artists, that enable highly participatory experiences and interactions between photography, technology and the viewer. See Talks for information about the panel discussion.