Volume of Light is an innovative and interactive project, created in the studio by our friend and regular collaborator Thomas Brown. Beginning as a small series, it extended in scope to become a four year mission.
In an intriguing new approach to the way art is marketed, an online campaign encouraged people to adopt one of 469 images. We adopted image № G_150204_0097 – Just been thinking.
As an adopter, you receive the book which is a directory of all the images. The book comes with a print of your adopted image, which is a limited edition of one, just for you. Each image is also shared on Instagram and Twitter with its newly bestowed name.
The project culminated with exhibitions in London and New York, and the recently published book.
It’s a beautiful object, with iridescent cover and rainbow foiled type – the video shows the lovely textures and colours.
“The assigned titles will forever be linked to the image. Volume of Light wants to know what you see, how you see it and begin to understand why certain choices are made. It is an exploration and investigation of semiotics, the phenomenon of Pareidolia and authorship….Each image represents the record of an action, a passage of time and a movement of light…In their abstraction they represent no thing but leave space to become everything.”
“I can’t say VoL offers a new way of experiencing art…people are visually assessing the world every second of the day, but maybe for some people it causes them to think a little bit more about what they were looking at, or to reflect on their experience of looking. It certainly offered an interesting way to interact at the exhibitions.”
With all the images on display as small postcards the viewers were encouraged to take them from the wall to get a closer look and move through the space, breaking the conventional gallery environment.