Work details
Application Number 0001001872
Author Centgraf, Sarah , Germany
Coauthors Amouroux, Laetitia , France
Nsoga, Sandrine , Germany
Zocher, Till , Germany
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Work title: BRAND CITIES (0001001872)

Due to globalization, the world turns into a closely linked place, where everything moves very fast. The internet has changed your perceptions of time, distances and borders as well as consumption and intimacy. The cities of the PHYSICAL WORLD -the sensible reality-, do not have the same rhythm and are more and more unattractive: their atmosphere, their structures and architectures are "out". That''s why you try to escape from them and to find your identity in other places. The city loses its role as a connection tool. The connection now occurs in other places: you expose yourself and share everything in digital social networks; you create your own environment with brands which suit you (clothes, laptop, mobile, etc). You try to find your own way and the internet assists you. Adapt, be adept and adopt: this is how you interact with the VIRTUAL WORLD. Another fact you have to face is that the state uses the VIRTUAL WORLD to interfere in your life – surely enough only for your own good – for your safety. As you are afraid of people from other countries, other religions as well other cultures, you offer to the government the ground to develop a total surveillance state. As a result, freedom and democracy disappear more and more from society. We think this is an irrational step towards a society built only on fear. We don''t take this development for granted. As a matter of fact, we take this situation as a starting point. Self-exposure and consumption are the keywords for our vision. [who] – You, the self-exposing and hypermodern nomad living between the two worlds of the solidly built environment and intangible digital world. [desires] – expose yourself, consume, move, identify yourself with a brand that suits you and be able to live simultaneously your digital and physical life. [how] - The city will become the brand you want to consume. Like a brand it is offering newly invented collections and it is very important for you to know how to use it: 1. Always walk on the streets that are plastered with surveillance cameras. DONT HIDE, GET FILMED! 2. Get to iconic hotspots as quickly as you can. IT IS VERY IMPORTANT THAT YOU ARE SEEN THERE! 3. Show the movies on the web. 4. Always move to the hippest brand city, otherwise you will be left behind. You are consuming the city and the city is consuming you – this is exactly what you want and what you need. [case study city] – the newly opened trademark n|y|c™ [tool 1] The hotspots create a new awareness of the city. They play the most important role in the cityscape. Hotspots are most relevant buildings of the city, that always present themselves in new shape. As these buildings change, the surrounding changes as well. Streets widen, get narrower, lighten up and get darker. They create an appealing atmosphere. Other spots in the cities will disappear. And those hotspots will arise – a continuing change due to the hotspots''s impact. [tool 2] As the brand city records your life, these recordings are available to you - the hypermodern nomad - to display these recordings on the internet. While everyone is watching your life, people want to consume the brand you are showing off in the internet as well. This makes the «be there or be square» - rate explode. There will be even a greater movement in the world. The world becomes a new map where digital and physical components interact together to offer you a better life. [utopia] The two worlds are now connected and influence each other. In the totally digital environment the brand cities compete against each other. Under the motto «be there or be square», the self-regarding and hypermodern nomad wants to consume the most interesting brand city. As brand cities emerge on the map, borders dissolve. The cities are dynamic and changing. The cities are based on a short space-time continuum. There will be a new order of cities, a new world order, a new world representation. It is no longer important which country you are from, however, it will be important how much you expose yourself on the internet. There are no more borders, no more countries, no more languages, no more history, just brands. You are free to move, to consume, to share, to change. You consume, therefore you are! [synthesis] This utopia claims a world without physical as well as moral borders. But is this what we want to achieve? With all the freedom it proposes it also demands change in nowadays society. We ask for a radical change as cities cannot provide the identification they used to. You don''t know anymore where you are from, where your roots are, which cultural background you have. We are lost in translation, used by the brand cities. As the cities are changing continuously, you cannot identify yourself with them anymore. As your hometown will get obsolete and all familiar objects around you disappear, your identity eventually vanishes. Is it moral to delete identity and roots? If there will be no identity and only narcissistic consumption this will be a world of dehumanization, and a world of dehumanization is a ... we wanna call it, a dystopia.