What prompted the project?
Confórmi (conformi.tumblr.com) is an image archive created to manage my wealth of visual references. The images that compose it have different origins: most of them are architectures, but there are works of art, design, and also images from pop culture and advertising.
What is the objective of the project?
In order not to be a simple wunderkammer, Confórmi works with the methods and rules of the archive. The taxonomic principle on which it is based is that of creating a single image, always in a square format, in which two distinct images converge and share a formal structure of any kind.
The construction of the new image has the main purpose of being immediately communicative even to a non-specialist audience, stimulating the visual sensitivity of non-experts: not knowing the originals, anyone can understand the image even without the help of captions and text devices.
What informed the choice of Instagram and website as as outlets for this? How do these two operate? are they interdependent?
The computer is the place of beginning and end of life of these images. In fact, they are born from the web and return to the web to be archived. The very moment I acquire a right over the images of others, stealing them, I lose it, because I return them, transformed, to the web.
What informs your selection of images? Where are these sourced?
The initial images are always stolen from the web, with the will and the awareness to no longer produce images, but to reuse the amount of images in which we are submerged, giving these new look, through a process, both critical and physical, that transforms the original document into a single new document.
Some images do not have value in themselves, but they acquire it because they have a conceptual relationship with the others.
What role does the caption hold? How important is this in relation to the image?
Although the objective is to create immediately communicative and recognizable images, the caption is an integral part of the work and represents its second level of reading: with the captions even a non-specialized public can understand at what point in time a given work is inserted and can thus see the jumps in time, space and meaning with which the forms reappear in the history of humankind.
What was your most popular image? And why?
Honestly, I have no idea what the most popular image is, because with the Internet the diffusion of images has no control and you do not have the opportunity to know all the sites where the image ends.
However, I believe that the most successful images are those that have references to pop culture, and therefore speak to a wider audience.
Is there a curatorial strategy which unfolds through time?
Generally, I don’t work by genre and the images are inserted into the archive at the same time as they are associated with each other. Being a work that is born in parallel to my research it happens that, dwelling more on an author or a movement, some images have a narrative strand.