ABOUT
This exhibition catalog is a collection of works by artists that capture a pivotal shift in the way of seeing and perceiving. The works within the catalog focus on the cultural signs that have gained wide acceptance & popularity, charged/ influenced by the biases present in our culture to derive meaning from it.
There is usage of techniques of cliché, parody, pastiche, appropriation, and satire to build a narrative that is beyond what the artist of an independent cultural sign intended to communicate to begin with.
Found in translation aims to draw attention to a way of embracing the structuralist perspective of giving meaning to things only in relation to a system/culture it exists in, or what surrounds it but at the same time taking in the post-structuralist perspective that meaning is not only reliant on what is just present Infront of us but also by what is absent, giving the viewers the opportunity to explore the multiplicity of meanings inherent in these signs.
The catalog focuses on the artists/designers such as Banksy, Ai Wei Wei, Corita Kent, Ron English, Wang Guangyi, Andy Warhol etc who embraced and justified this process of creation of meaning not through nothingness but by altering the lens through which we view these pre-existing cultural codes and signs.
In doing so it explores what lies beyond the surface and opens up a new array of possibilities characterized by a lack of objectivity, and instead enhancing the objective with deferred meanings, hidden stories, and alternative interpretations
THE TITLE
While we believe that most things are lost when translated and as the saying goes 'lost in translation' The true potential/spirit of this catalog and the works it stands for is only realised when translated. Hence, FOUND IN TRANSLATION! .
DESIGN LANGUAGE
The collaterals and each spread has been carefully designed keeping in mind the
aim of the catalog.
Deconstruction of packaging, prominent brand typography, logos stripped off of their iconic colors, use of colors with high contrast just like the works in the catalog reflect, and usage of signs and symbols - all layered in a way that when the viewer attempts to decode each element, they find themselves building their own unique narrative. Influenced by their perception of the world they live in.
Hence, the more the number of eyes, the greater the meaning. In this way the works
can never be reduced to one true objective
or nothingness, rather only built further with different perspectives and contexts.
SOCIAL MEDIA CREATIVES
