Think like the Museum of Contemporary Art in Denmark
What we wear and own isn’t just about self-expression and individualism; these things broadcasts our affiliations and display our social capital. People pay a lot of money for limited-edition Aston Martins and LV handbags, while others take pride in their Karmaloop hoodie or copy of Tigermilk on vinyl.
Social Souvenir, a new interactive art installation at the Museum of Contemporary Art , takes this clothes-as-community concept to the next level by bring in social networking into the mix.
The concept is based on 300 T-shirts that are exhibited and put on sale at the Museum of Contemporary Art in Roskilde, Denmark. Each T-shirt is imprinted with a text fragment inspired by 15 renowned artists represented in the museum’s collection, such as Yoko Ono, Erik Satie, Marcel Duchamp and Per Højholt.
Visitors can buy a T-shirt of their own choice, the only condition being that they share a bit of personal information about themselves, or more precisely: their name and address. When paying for the T-shirt at the museum-shop, the information is automatically mapped in Google Maps, thereby making it possible to see where each T-shirt ends up after leaving the museum.
During the course of the exhibition, the 300 T-shirts will gradually disappear from the physical museum space only to re-appear on the web. Consequently, by buying a T-shirt visitors do not simply get a personal piece of the installation – they also help contribute to its collective development and distribution.
The aim of Social Souvenir is:
1) To re-activate the museum’s collection and make it available to the public in a new way using new forms of media.
2) To create social links between (random) museum visitors, thereby creating a stronger sense of community.