Ongoing online intervention;
started in 2011, video 2'39", book
“The New Color” is an online intervention consisting of a faux (imitative) website for a non-existent American company (ACI) specializing in the field of developing chemistry. On the website, the fictitious company announces a fictitious breakthrough consisting of a previously ‘undiscovered’ color. The website is presentation of non-facts as news — including advertorials and video interviews — explores the intrinsic power of the media to transform public perception and stand in for new forms of knowledge production. A viral sensation with broad social impact, “The New Color” continues to attract significant online attention. Hundreds of visitors a week come across the website, having been referred to it by online search engines and social media.
The people most intrigued and deluded by the so-called discovery send an email to: firstname.lastname@example.org, the fake company’s email, where they express their desire to see the color, continued requests to buy and order a sample of it, express intentions of coming over to the laboratory located in Ashland, PA to see it, propose to involve it in their projects, or express their interest in investment and more. These kinds of emails are received nearly daily, the Facebook page subscribers are growing, Google search ‘New Color’ often delivers thenewcolor.net on top of the list. In 2015 was issued a book as a documentation and an outcome of the intervention. It features most of the emails received on email@example.com by Nov 2015.
The exhibition views: left at the Garage Museum in Moscow during the show “Insight & Foresight”, 2013; right: the installation view at the 5th Young Art Biennale in Moscow, 2016.