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Brandbody v2.0 (2003)
Time to pump some iron. Sit on the workout bench facing the
mirror, grab the bar hanging above you and begin your exercise.
Brandbody reacts to the pace of your pulls and measures your
obedience to the given instructions. Your brands are your
gestures, expose them daily. Consumption is an obligation,
Happy Consumer! Show some discipline!
My inspiration for Brandbody comes from an idea of brands
resembling a gesture in that they broadcast our position and
status in the society. In order to be accepted in his society,
one has to not only act as a law-abiding citizen, but also
as an active consumer. Consumption, i.e. using, wearing and
exhibiting brands, has emerged from the idea of a free choice
but ended in an obligatory civil activity. The omnipresent
doubt and concern of one’s status and acceptance keeps
him alert and willing to contribute through the one and only
act of duty, consumption. Brands grow useful and meaningful
for the consumer when they are used regularly. Thus, brands
generate a self-controlled and self-disciplined bond between
the individual and the consumer society.
Brandbody v2.0 is an interactive media installation. The installation
consists of a mirror and a custom made workout bench. An exhibition
visitor sits down facing the mirror and begins the workout.
By pulling a bar above him, he sees his upper body projected
with video material. The projected media and the soundscape
are directly controlled by the exercise carried out by the
visitor. The speed and tempo of the pull and the obedience
to the program, controls the continuation of the program.
The user and the possible accompanying visitors will see this
visual content as "worn on" the user. The image
we want to portray of ourselves is vital to our relationship
with brands. The awareness of being watched and evaluated
by other visitors is an important factor in the Brandbody
experience.
Brandbody v2.0 is a continuation for the previous Brandbody
installations, versions 1.0 and 1.1. The Brandbody Series
explores the relationship between an individual and brands,
using the spectator’s own body as a surface for video
projection. In version 2.0, a touch screen interface has been
replaced by a workout bench. The interaction and audiovisual
content are different in all versions. Documentation of the
project is available online at www.needweb.org/brandbody
Brandbody v2.0 (2003)
by Tuomo Tammenpää
assistance: Seppo Tammenpää
thanks to Sari Kippilä and Teppo Asikainen
Supported by Arts Council of Finland and TILAMEDIA™
www.needweb.org/brandbody
www.tilamedia.com
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