INT. GALLERY – DAY
M comes rushing through the entrance of the gallery, passing by the artworks in the first room and stopping before the desk of the gallery assistant in the second room. She introduces herself, explaining that she has an interview-appointment with Annika Kuhlmann and Christopher Kulendran Thomas (Brace Brace), but apparently the two aren’t here yet. M is invited to sit down and wait. She takes out her computer and transforms the little waiting space almost immediately into a working office. After a while Annika and Christopher arrive and the three of them sit down to talk.
M
We could start by who and what is Brace Brace?
Christopher Kulendran Thomas
(Smiling at Annika)
Brace Brace begun as the artistic collaboration between the two of us.
Annika Kuhlmann
We decided to found a luxury life gear brand. Life gear is the term we coined for safety and emergency equipment. We started this as a way to investigate the aesthetics of safety and what they could be in relation to the aesthetics of fear.
M
The aesthetics of fear, like in being afraid?
Christopher gives Annika a little nod with the elbow that she should answer the question
Annika Kuhlmann
The objects we engage with….
Annika is suggesting to go find a quieter place in the gallery, as people are constantly passing by and interrupting the discussion. Everyone gets up and grabs their things. Finally they sit down around a little table in the back of the gallery continuing their talk.
Annika Kuhlmann (CONT’D)
When I say aesthetics of fear, I think about the objects we are engaging with – like the life-ring we made for this show – which are perfect symbolisations of existential fear on the one hand and an almost transcendental hope for rescue and salvation on the other. You would only use these objects like life-rings and life-wests, but also fire extinguishers and many others, in a moment of total catastrophe, when you are faced with the danger of loosing your life. And you use them while putting all your hope for rescue into them – and we are talking about the most existential kind of hope. I am very interested in how those two extreme feelings are manifested in these objects.
M
And would you say that those objects become images of those feelings, of what you called the aesthetics of fear and safety?
Christopher Kulendran Thomas
Beyond image production the whole branding operation of Brace Brace is an operation of fetishising safety and rescue as a luxury commodity in an economy of fear. The functional art works such as the life ring of Brace Brace is an object of beauty that could hold the promise of a future at a moment of existential crisis.
M
So there is on one side the aesthetization of the idea of branding combined with an ‘aesthetic of fear’, could you describe how those two go together in your artistic strategy. I mean are you actually using economic strategies in order to develop your branding. Or to phrase it differently how is your brand working?
Christopher Kulendran Thomas
We are currently in the research phase of launching Brace Brace and the strategy is to develop it as a luxury brand within the art field but with the potential to create a new market beyond the field of art.
Annika Kuhlmann
(Continuing the thoughts)
But there is even more to that. I think luxury goods deal so much with escapism – it’s all about the illusion of the better world, one that you can actually buy, right here and now. So Brace Brace is also an investigation into how a luxury brand can directly engage with a world of fear, danger and crisis – in our case by rethinking safety and rescue as luxury commodities. At the core it is about positioning yourself differently to what is immanent – and that’s the crisis. I like to think of us as a generation that understands itself as ‘pre’ rather than ‘post’, i.e. ‘pre’ as in preparation for whatever we want to see happen. So in that sense what is the world we are looking at, what do we want to salvage and, maybe more importantly, what do we want to, but also what will we need to leave behind?
M
One of the main critics contemporary art encounters is that of becoming more and more a commodified good. Now it seams to me, that this might be the starting point of your work, saying that if that is anyhow the case, why not just start from there and create actually a brand, with commodified goods in the art field. Is that your attempt to rescue art?
Christopher Kulendran Thomas
There are two art historical trajectories that we talk about a lot in relation to this. One is a kind of potential for reversing the Duchampian logic of the ready made, which is about taking artifacts of the commercial world into the gallery and making it art by framing it as such. We are interested in reversing that process, which is the potential of taking artistic operations outside the context of art, potentially to the extend where it’s framing as art becomes irrelevant. That’s the potential of doing art through commercial processes. But there is also an issue of the very form of the artist. We talked about this as perhaps an alternative to conceptual art’s strategies of dematerializing the artwork, which kind of failed to evade its commodification.
Annika Kuhlmann
Brace Brace plays with the notion how the frame for contemporary art has become very confined to the object tradable in the market. Yes, maybe we can ‘rescue art’. But what would that mean? What is the post-contemporary art and how are we ‘pre’? Maybe there is a future for an art outside what we call contemporary art that doesn’t understand itself in the relationship between the artist and the object and the spectator – and maybe then production can work differently.
The camera zooms on the life-ring until the image fades to black.