Discipula / HOW THINGS DREAM
“Given the resources of modern technology and planning techniques,” he warned, “it is really no great trick to transform even a country like ours into a smoothly running corporation where every detail of life is a mechanical function to be taken care of.” Robert MacBride – The Automated State (1967)
How Things Dream (2016-present) is an ongoing project that uses the brand identity and corporate communication strategies of AURA, a fictional tech corporation, to imagine and explore the consequences of today’s growing relationship between technology, neoliberalism and new forms of control.
By manipulating specific elements of corporate aesthetic and combining them with more eclectic references, Discipula envisions a transnational company, AURA, whose power permeates all aspects of everyday life down to the deepest depth. Through IoT applications and the analysis of BIG DATA as a source of information on patterns of human behaviour, AURA provides essential services in areas such as domotics, healthcare, security, education and governance.
AURA’s communications, both appropriating and distorting the real, represent a window on one of many possible futures: a post-democratic world characterised by the final imposition of a corporate-centred global regime; one in which surveillance and control are fully accepted and integrated in the commodification of daily life.
Revealing Discipula’s interest for the mechanisms and techniques of advertisement, AURA’s slogans and visual imagery are often slipped into the daily information flow via magazines, outdoor advertisements and performances.
How Things Dream (2016-presente) è un progetto che adotta l’identità visiva e le strategie di comunicazione di AURA, immaginaria azienda di servizi tecnologici, per prefigurare e indagare le conseguenze del sempre più complesso rapporto tra tecnologia, tardo capitalismo e nuove forme di controllo.
Attraverso la manipolazione di elementi propri della cultura e dell’estetica corporate combinati con riferimenti più eclettici, Discipula dà vita ad una azienda transnazionale, AURA, potente al punto da invadere ed influenzare ogni aspetto del quotidiano fino all'intimo più profondo. Grazie allo sviluppo di applicazioni IoT (Internet delle cose) e all’utilizzo di Big Data come fonte di informazione per la definizione di modelli di comportamento, AURA fornisce servizi in aree come sanità, sicurezza, domotica, educazione e governance.
A cavallo tra appropriazione e distorsione del reale, le comunicazioni di AURA rappresentano una finestra su uno di tanti futuri possibili: un mondo post-democratico caratterizzato dall’assoluta imposizione di un regime globale corporate-centrico, un mondo in cui sorveglianza e controllo sono accettati ed integrati nella mercificazione del quotidiano.
Svelando infine l’interesse di Discipula per i meccanismi e le tecniche del linguaggio pubblicitario, How Things Dream si estende oltre il tradizionale ambito espositivo portando AURA nel flusso mediatico quotidiano attraverso pubblicità presentate all’interno di magazine e in spazi pubblici.
How Things Dream (2016-present) is an ongoing project that uses the brand identity and corporate communication strategies of AURA, a fictional tech corporation, to imagine and explore the consequences of today’s growing relationship between technology, neoliberalism and new forms of control.
By manipulating specific elements of corporate aesthetic and combining them with more eclectic references, Discipula envisions a transnational company, AURA, whose power permeates all aspects of everyday life down to the deepest depth. Through IoT applications and the analysis of BIG DATA as a source of information on patterns of human behaviour, AURA provides essential services in areas such as domotics, healthcare, security, education and governance.
AURA’s communications, both appropriating and distorting the real, represent a window on one of many possible futures: a post-democratic world characterised by the final imposition of a corporate-centred global regime; one in which surveillance and control are fully accepted and integrated in the commodification of daily life.
Revealing Discipula’s interest for the mechanisms and techniques of advertisement, AURA’s slogans and visual imagery are often slipped into the daily information flow via magazines, outdoor advertisements and performances.
