Neo-logos | by Annaïk Lou Pitteloud
Art installation by Stichting NDSM-Werf
Four neon texts show a set of newly composed words. The words are constructed in Helvetica, a Swiss font from the late 1950s designed for its neutrality and clarity.
In Pitteloud’s new vocabulary, the elite becomes a utopia: Elitopia. In the word Glamoglobality, the jet set becomes an attitude that sees tourism as a world view for the rich. At Narcynism, the selfish individual takes cynicism as a guideline above solidarity. Introspeculation makes self-image a value to speculate on profit.
Despite the fact that these terms are not yet in the dictionary, they accurately describe the present time not only specifically that of art, but also the context of politics and economics.
The words can be related to a time when the artist is often seen in terms of marketing and the globalized 21st century can even be seen as the ‘century of the self’.
Commissioned and co-produced initially by the 1st Riga Biennial of Contemporary Art, 2 June – 28 October 2018.