Amandine Alessandra: News & Projects / Portfolio

“All is flux, nothing stays still, no man ever steps twice in the same river“, observed Heraclites.
This intelligent (because human) letterform allows a message to change from an instant to another, in an attempt to reflect on the fleeting quality of the moment.
It is flexible enough to keep the message relevant and up to date as its context changes, but also has the visual presence of a giant billboard.

An everlasting choreography referencing the (real) passing of time, people standing as the Hours moving only once every 60 minutes, while the one acting as the tenths of Seconds executes a very fast routine in a continual move.
This image is a screenshot of this work.

In The Practice of Everyday Life, Michel de Certeau creates a relationship between the metropolis and its inhabitants on one side, and the practice of writing and speaking on the other side, and how they are “writing an urban text
as they move through it”.

A given message evolves in perpetual flux and its context is permanently shifting, regardless if its support is an advert or public signage.

Who is its audience? Where is it read? What is the weather like? What is everyone talking about on that day?
Are they in a hurry? Does it smell of hotdogs as they’re reading it?
A static printed message cannot adapt to a changing situation; it therefore belongs to the platonic ideal world rather than the hic et nunc (here and now) of the real world.