News /

The brainchild of iNDELIBLE Chief Creative Officer Dimitri Falk, “Unintended Consequences” was a pop-up digital art spectacle that took place in Manhattan’s NoLita neighborhood in November 2010. iNDELIBLE branched out of the usual realm of an advertising shop to create the event – while taking many of the industry’s principles in digital marketing and interactivity and transforming them into art. “Unintended Consequences” was born out of the book “Smoke & Mirrors,” a compilation of sexual photographs that Falk shot over the course of six months. Inspired to cast his images in a more dynamic context, Falk came up with the idea to stage an exhibit that places the imagery in an interactive, digitally tricked out environment that immerses and engages viewers.    

Among other things, guests proceeded into the main chamber, where a pillar wrapped in glowing electrical wire rose from the middle of the room like a radiant tree. This biorhythmic installation monitored heart rate and caused the electrical wire to pulsate in sync with a guest’s heartbeat, the sound of which was broadcast throughout the event space. A video camera embedded in the installation recorded the guest’s face and broadcast it to monitors around the room — allowing complete strangers to match the heartbeat with a face. “It’s a snapshot of your essence, literally taking your inner life and projecting it,” says Falk. “It’s playing with narcissism and voyeurism – central pillars of our lives online.”

Another room, adjacent to the main chamber of the event, featured a private confessional booth furnished with a metal stool, a lamp and a polygraph-like machine. The guest faced two monitors, one projecting an image of his or her face — so as to heighten the sense of intimidation — and the other projecting a real-time interrogator, who posed a battery of personal questions modeled after questions that the Catholic Church asks prospective priests. Responses were captured on video.

In the digital afterlife of the exhibit, the interrogation room videos were tagged with key words (e.g. parent, artist, female). Tagged videos were entered into a database and uploaded to a website, which displayed a matrix of thumbnail tiles, each depicting a confessional video. Using a variety of algorithms, the site mashed up videos according to their meta-tags.

You can view the digital afterlife by clicking here: http://www.indelible.tv/uc/

 

Press & Recognition

Huffington Post

Gotham

Guest of a Guest

Zimbio

Vimeo