Squatting Supermarkets

Installation / performance

Squatting Supermarkets reproduces a simplified version of a supermarket in interactive augmented reality. The focus is on intervening in the experience of shopping by squatting physical spaces of consumption and consumer materials – i.e. shops and logos.

The installation is comprised of 3 blocks representing the 3 key players in the shopping world:

1st: Brands and manufacturers: iSee turns the logo into a wiki taking advantage of its public nature and acting using its wide recognition as a vehicle to convey information from a variety of sources;

2nd: Products and the stories behind them: revealing the tales of products through the faces of producers and real sites of production. Using webcam software, QRcodes and visual recognition software, an eye-oracle calls entices the observer to watch revealing micro-documentaries on the products;

3: Consumers and dialogue: a Web TV is placed directly on the shelf transforming the store into a place for expression.

Strength

Squatting Supermarkets is based on four critical elements:

a) interaction,

b) immersive environments,

c) augmented reality,

d) reporting.

Created by FakePress, the p2p infrastructure of iSee, the technological heart of the project, concretizes in the codified space of the supermarket explained in narrative form, aesthetically pleasing and structuring a new way of publishing relationships and communications. The impact of simple gestures such as choosing an item from the shelf, are immediately rendered visible to the public perception through an immersive, interactive environment reporting sensory-stimulating stories on the products.

The consumer’s ecosystem emerges in all its complexity, expressiveness and opens up new possibilities.

Squatting Supermarkets is a co-production by FakePress / Art is Open Source, the first embodying the soul of technology and production, the second the artistic and performing arts.

Technical

Site-specific installation, performance

Conference & Paper

>> 11/09 – AHAcktitude ’09 – Milan, CS “Yard” 
 “Squatting Supermarkets. Introduction to the practical and theoretical Shoptivism “

>> 11/09 Piemonte Share Festival – Torino, Regional Museum of Natural Sciences: 
 “Shopping Complex Narratives” / “Squatting Supermarkets: theoretical and practical introduction to Shoptivism”

Awards & Recognition

>> Special Project of the Piemonte Share Festival 2009, the Regional Museum of Natural Sciences (To)

>> Green Award for technology impact, “0″ the Environmental Park of Turin

Insights

Artistic statement, Salvatore Iaconesi

Squatting Supermarkets @ Piemonte Share Festival ’09 retrospective criticism of FakePress

Related Projects

iSee


Piemonte Share Festival '09, Museo delle Scienze. Squatting Supermarkets - Facciata frontale 1 dell'istallazione: "I prodotti e le storie". Inserendo i prodotti dello scaffale, la webcam posta sotto l'occhio-oracolo riconosce i QRcode, facendo partire i video che ne raccontano le storie nascoste
Piemonte Share Festival '09, Museo delle Scienze - Facciata frontale 1 dell'istallazione: "I prodotti e le storie". Inserendo i prodotti dello scaffale, la webcam posta sotto l'occhio-oracolo riconosce i QRcode, facendo partire i video che ne raccontano le storie nascoste
Facciata frontale 2 - Il Dialogo e i Consumatori". La facciata ospita la web tv "ShopTVism": sullo schermo, infovisualizzazioni mostrano i dialoghi sullo shopping, selezionandoli dai principali social network (FB, Twitter, FriendFeed)
Facciata frontale 2 - Il Dialogo e i Consumatori". La facciata ospita la web tv "ShopTVism": sullo schermo, infovisualizzazioni mostrano i dialoghi sullo shopping, selezionandoli dai principali social network (FB, Twitter, FriendFeed)
iSee - "Il Marchio e i Produttori". Una versione dimostrativa di iSee punta sul logo di un caffè equo-solidale. Un mini-documentario in loop scorre sull'iPhone mostrando informazioni ecologiche sulla produzione di caffè nel mondo. Sulle slides (proiezionein alto) una demo del progetto
iSee - "Il Marchio e i Produttori". Una versione dimostrativa di iSee punta sul logo di un caffè equo-solidale. Un mini-documentario in loop scorre sull'iPhone mostrando informazioni ecologiche sulla produzione di caffè nel mondo. Sulle slides (proiezionein alto) una demo del progetto
iSee: interfaccia iPhone
iSee: interfaccia iPhone