JUXTACREATE

In creating this commission of photographic artworks for a Wiltshire County dental practice, my intentions were threefold.  Firstly, to attract the attention of nervous patients away from their anxiety.  Secondly, to enhance the branding of the business by using a reduced palette and incorporating dynamic ratios of emotional significance.  Furthermore, using the artworks to engage with the local community and arouse interest in the plight of the architectural subject matter i.e. the artworks depict re-imagined images of the many deteriorating 18th Century "village lock-ups" dotted around the county.  

 

These historically significant structures were used to segregate miscreants pending local trial; and are in need of a grassroots approach to their conservation. 

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I noticed, as a parent, that a subtle way to comfort your child when they are unhappy is to distract them with something of more interest. This observation gave me the insight I used in my choice of theme for these artworks i.e. ornate buildings are often a topic of interest in a local community, therefore by subtly, or significantly, changing the photographic image it evokes a quizzical analysis by the viewer.  The viewer is distracted by having to work out why they thought they recognised the building or structure, as it appears not quite as they may remember it.  The intention being for their reaction to take their mind away from their anxiety.

 

For me the ability to temporarily control emotional attention via visual images, i.e. to capture and then release, drew an interesting parallel with the imposition of physical control inherent in the design of a lock-up structure, where the miscreant is captured and then released.

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The artworks remain on display throughout the dental practice.  However, for those who are either unable to visit all areas of the exhibition or want to explore the topic further, I created a hardback book of the artworks.