0100101110101101.org is a group of media artists who use “non conventional communication” to obtain large amounts of visibility by using the least amount of effort possible. In the past they have had an artist dress up and rip off the Holy See, and have spread a computer virus as an art form. The article I read on Rhizome.com talked about one of their latest works known as Nikeplatz, which took place in Vienna.
In October of 2003 Eva and Franco Mattes (also known as 0100101110101101.org) created a disturbance in Karlsplatz, one of Vienna’s historic squares. The duo distributed fliers, and set up a website reporting that the square was to be renamed Nikeplatz as an advertising gimmick for Nike. This was not at all true and Nike claimed they had nothing to do with the work and started legal action to shut down the performance. Prior to being shut down, the artists brought in a huge hi-tech container building and placed it right in the middle of the square. On the outer windows a sign read “This square will soon be called. Nikeplatz, some inside to find out more.” Inside the building two people dressed in Nike regalia told about Nike’s new campaign where they would be purchasing streets, squares, parks, and boulevards and renaming them Nikesquare, Nike street, etc. The Nike building also informed citizens about the huge sculpture that would be implemented in the next year, a 36 meter long “Nike swoosh” made from steel and covered in recycled sneaker soles. The sculpture was to placed directly in front of Vienna’s historic and governmental buildings. Many Viennese people are confused and upset at seeing the historic square “sold” to Nike without any public consultation. As a result, many hand written letters were sent out to the Government of Vienna, and articles concerning the issue were published in newspapers. The artists behind the work were ready for this and responded by setting up an information line where people could call in and a female voice would answer questions and listen to complaints.
When it was finally established that neither Nike nor the city of Vienna were involved in the act, Nike released a report saying they would take legal action against whomever was putting on the prank on the grounds of copyrights. On October 10th 0100101110101101.org announced they were behind the event. They stated they wanted to use the entire city as a stage for a “huge urban performance” experimenting with people perception of reality. The performance was produced with the help of Public Netbase, Vienna’s “netculture” group who approached the project with the mindset that they were interested in manipulating everyday life to make people look at artistic freedom in a new way.
On October 14th, Nike released a statement saying all of the acting must cease and the project must be removed or they would claim 78,000 euros for damages. The artists were obviously upset, and pointed out that artists have always drawn from copyrighted material. He uses Andy Warhol’s famous Campbell’s soup as an example. Despite Nike’s warnings the artists decided to go on wit their performance and the Nikeplatz remained until the 24 of October of that same year. Interestingly enough, the instillation Nike Infobox, faced the “Viennese Secession” building on which huge gold letters read “To every time its art. To every art its freedom.”
The artists who created this project were definitely making a statement about the effects of corporate business on society. They took the idea to an extreme to get attention, placing corporate advertising above historical monuments and buildings. It is interesting how the artists chose to include the entire city at large as part of their artwork making the project very political. I also thought it was creative how the artists used only the Infobox as the tangible aspect of the art work and all other aspects were digital or created digitally. The minimalistic approach was fascinating in its effectiveness.
I think perhaps the idea of corporate business could have been communicated without the use of the Nike symbol though. I think it is a little harsh that the artists targeted just one particular company when their art is clearly making such a judgmental statement. However I did also think that the artists had a good point when they noted that artists have always drawn art from society. It also seems a bit unfair to upset the people of Vienna to such an extent. I think that the fact that the art was so extreme makes it seem more like a practical joke than a work of art, which can detract from the quality of it in some aspects.
In total, I believe the Nikeplatz project was an impressive work of art, especially in that it was collaboration between many net artists coming together for a common cause. The minimalism of it was very effective, given the response of Vienna and Nike. In many ways art is meant to be a political statement, and if that was the goal of these artists their work does a good job accomplishing that goal.
Link to the Rhizome Site on the Project
Link to the Rhizome Site on the Project
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