Curated Aisle

ROLE:

Creative Director, Art Director, and Photographer

OBJECTIVE:

Create an Art Intervention Project somewhere in your local area, using only what you can find on-site, and document the final result along with any observations.

PROJECT OVERVIEW:

This is an Art Intervention Project that was conducted inside the local Toronto Metro Supermarket at Church and Front St. This intervention is meant to question how we interact in public spaces, whilst also exploring our perceived relationships with regular commodity items and the varying properties commonly found in any supermarket. By bringing them and organizing them solely by common colour, I examine a newly perceived relationship between each product and how the aisle becomes a new form of curation and user experience.

The interaction among shoppers in the aisle yielded several insights into how the public perceives the organizational structure of grocery stores. Due to the common colour between all the curated products, it makes the viewer “perceive” the products belonging together when walking straight by.

The installation is initially registered by those searching for something in particular in that same aisle. At first glance, they are surprised to see certain products present and to find that they do not have the usual organizational and purposeful relations.