Trends. Who’d have em? One of the ones cited for 2011 were ‘multiwindows’ , as seen here. Artists throughout history, such as Edward Hopper, have observed the world around them for inspiration. Still today, we look at things, think about it, then go ‘what’s that all about then?’. But the issue with taking inspiration from a common pool is that it often belongs to a certain number of people – the ones making the ads.
An example with the potential to appeal to everyone is Intel’s The Chase but somehow it results in possibly the least stimulating high energy chase possible.
There are exceptions which go beyond. The highly championed Arcade Fire multi-window video for Downtown by Chris Milk takes the viewer from their desk to the place where they grew up; an immersive experience which you are happy to let take over your screen, as you are rewarded with imagery and familiarity specific to your childhood; bringing back landscapes and thoughts that hadn’t been uncovered for a while.
This experimental piece named Lorem Scriptum from Niko Princen really is a multiwindow extravaganza. I’m not going to ruin it, but Princen states of his work “It is a way to look at what happens when we turn technology on and let it be autonomous. Let it go for itself’. When handling and creating work on this theme, a haphazard nature works beautifully. It is a lesson in letting viewers experience the unexpected, especially in the context of the browser, a reference which has become so everyday.
Perhaps we need to remember to step back and have a look through the window (the real window) and out onto the world beyond, remembering that, as creatives, our lives revolve to some extent around computer windows and their content, but this way of living is not the same for everyone.
Actually. Maybe I should have handwritten this. Onto a tree. Multi-trees. In the forest. And shouted at you all individually to let you know. Old school.
(Image is from Cliff Richard’s popular music hit ‘I’m Looking out a Window‘ from 1965. If he can do it, so can you.)