ASSIGNMENT #1, Task #4 by Caitlin Baker

The Fake (Idea 1)

I am interested in the "art" that Ikea distributes. Prints of paintings on textured surfaces are not new. However, this new generation of faux-paintings are quite fascinating with renditions of what appear to be wildly flourished brush strokes and globs of paint. To the ignorant shopper, these objects (wrongly) offer the same essence as a real piece of art. What is even more baffling is that they sell the pieces for close to what an amateur artist would price their work. It is an wonderful example of a simulacrum and all that is Ikea. I went to the store with the idea to photograph these elaborately rendered "paintings", above is one of the examples. This is a color "painting", however, I changed it to black and white put emphasis on the texture I find so intriguing. In a review of Bose Pacia: After Color, Shannon McEneaney writes,  "The lack of color gives your mind one less thing to process, which allows for a deeper inspection of subject matter, texture and lighting."

Ambiguous portraits (Idea 2)

Ikea offers simulations of many kinds. The production-like sets of living rooms, bedrooms and offices are empty stages for shoppers to step in and imagine a different kind of life. A life where white couches stay white, plastic does not scratch, dust does not collect. The abundance of white furniture and props emphasizes the dream-like atmosphere of perfection. As I walked the winding, circular paths through the rooms, I began to notice that Ikea had added a new element to their tableau: framed family photographs. They were small and inconspicuous, added here and there. Most were of poor quality; printed on multi-purpose 20 lb paper on the lowest quality printer setting. Many had printer lines running through them. Perfection was clearly not the point. The images worked to put a face to the mantra that is the undercurrent to all advertising: You too can live like this and be this happy.

Now, buy everything.

The images I chose are in black and white, most likely converted to match the streamlined aesthetic of the room they were displayed in. By converting family photographs to black and white, they become associated with fine art and can be allowed in fancy rooms of the house. The reflection from the glass exposes the location of the images and betray their ruse; these are not cherished memories displayed in a home, but a showroom.