Spatially Specific

The principle “Bad On YouTube” says that exhibition media should be site-specific and/or special-format. We’ll know it’s good when it doesn’t work well on YouTube.

But being “spatially specific” isn’t only about media, it applies to everything.

I can think of three levels.

Level 1: Specific to Space
In all our projects, we can leverage what’s unique about space as a medium. Only space can trigger awe using scale, use all five senses, or have rare things undeniably present.

Level 2: Specific to an Exhibition
We can be specific to a subject. We can recreate a temple around objects, build a surfing exhibition out of waves, or walk through a human heart. 

Level 3: Specific to a Site
We can relate to a real location. Our work can look out over a real rainforest, interpret the inside of a real ruin, or position visitors at the edge of a real mine shaft.

Here’s the thing:
There are three ways to be “spatially specific”, each one building on the one before. If we can be specific to space, specific to an exhibition, and specific to a site, we create unique experiences with no true competition.

Warmly,
Jonathan