“On Target” is a title of our curatorial group WIRE (Konstfack) exhibition which is scheduled to be opened on the 9th of February 2008. One of the most difficult projects I ever made – 6 curators, lots of discussions (OK, this is Sweden, what did I expect?). But it was interesting how something is getting shaped but the interactition of 6 different people. All decisions were taken very democratically – all 6 had to agree.
The final result happen to be not exactly what our tutor Måns Wrange was thinking about when he gave this task for us but interesting anyway.
And last but not the least detail – this exhibition is in Tensta Konsthall toilets transformed into Unavoidable Educational Zone.
This is our introduction to a booklet:
On Target
On Target’s departure point is the wish to rethink the model of target groups,
appropriated from the field of marketing, and to apply it to the field of cultural
production. The show is thus aimed at a specific audience, The New
Bourgeoisie.
Participating artists, designers and writers:
Marco Bruzzone, K.Berg; Beatrice Brovia, Hanna Nilsson, Petter Odevall;
Terese Svoboda and j.s. davis.
Curated by: WIRE, the MA program in Critical Writing and Curatorial Practice,
Konstfack, Stockholm: j.s. davis, Annika Enqvist, Elisabet Eurén, Anna
Kharkina, Theodor Ringborg and Johanne Nordby Wernø.
WIRE approached curator Tirdad Zolghadr, responsible for the concurrent
Tensta Konsthall exhibition Lapdogs of the Bourgeoisie, and had him appoint
a target group for the Konstfack project: The New Bourgeoisie. The project
thereby responds to the adjacent exhibition’s concern with the social class of
art audiences.
In trying to identify their target group, the WIRE curators refer to sociologist
Pierre Bourdieu’s landmark work Distinction (1979). But as contemporary
Sweden differs from 1960’s France, what today is equivalent to the various
social classes meticulously described by Bourdieu?
In answering this question, the exhibition raises a broad range of sub-
themes, such as: the parallel history of museums and modern sanitation; the
language of the new bourgeoisie; the African Dogon tribe; the rising interest in
the Creative Class; the use of urban imagery; the attempt to customize form
into perfection; and contemporary writers and poets which respond to the wet-
roped influence of present-day jargon by formulating linguistic hybrids or by
unearthing true stories marginalized.
Thank you:
Beatrice Ehrström, EMS, Tero Enqvist, Ulf Eriksson, Inga Grønseth, Mari
Hovden, Rolf Hughes, Ronald Jones, Sara Kristoffersson, Izabela Lewalski,
Tomas Nygren, Renee Padt, Derek Picken, Måns Wrange, Tensta Konsthall,
Helena Åberg and Niclas Önnesjö.
Sponsors: Adline Cad&Cut AB and Alloffset AB.
On Target
February 10 – March 30, 2008
Welcome to the opening: February 9, 13.00 – 16.00
Tensta Konsthall.
Tensta Konsthall, Taxingegränd 10
Opening hours: Tue – Sun 12.00 – 17.00
www.tenstakonsthall.se
Sponsors: Adline Cad&Cut AB and Alloffset AB
