https:\/\/zine.zora.co\/reverse-again-shifting-vision-ron-arad<\/a><\/p>\nLiam Casey (ZORA): Reverse Again is your first NFT series. Did it come to you clearly early on, or was it a completely abstract concept?<\/p>\n
<\/p>\n
Ron Arad: The mechanism is important for me. The main thing is: For what? In the old days, with architecture, the building of cardboard models was very important. But today, we can have a video. We can walk through a building that doesn’t exist.<\/p>\n
After I had my retrospective at Centre Pompidou, MOMA, the Barbican, I had a lot of pressure to do a retrospective in the museum that I designed outside Tel Aviv, the Holon Design Museum. I wanted to do a show that transitioned between manual and physical to virtual. I came up with the idea of doing a show that’s called In Reverse.<\/p>\n
Normally you start with the paper and then you build and it becomes a three-dimensional thing. I intended to do the opposite and to take things that are three-dimensional and functional and turn them into 2D. In Reverse was about the physical, the manual, the real, and the virtual. I took all sorts of prisoners.<\/p>\n
I took Fiat 500s\u2014this perfectly three-dimensional, really functional object\u2014and turned them into useless, two-dimensional things. I flattened the cars.<\/p>\n
And then I thought how do we make this into something that makes more sense in the NFT world? It was a very good way of taking something off the shelf and making it more relevant to the discussion today.<\/p>\n
LC: JG Ballard, the English author, organized an exhibition in 1970 at London’s New Arts Laboratory, featuring totaled cars; Crashed Cars. He argued that a car crash was a tremendous sexual event, a liberation of human and machine libido. Was Ballard ever on your mind in developing In Reverse?<\/p>\n
RA: I read some of his books and loved some of his books\u2014how can you not? But I never put it in that category. For me it was more to do [with]\u2014I called them ‘pressed flowers.’ I was more interested in talking to the Italian family\u2014not far from here\u2014that worked to get 500s. When I approached them, they looked up to my Fiat 500. The only one question that I found very difficult to have a good answer to [was]: \u2018Why did you crush your Fiat 500?\u2019 I said, \u2018It’s in the studio; it doesn\u2019t work.’ I used to say it will become art one day.<\/p>\n
When I told them what I wanted to do with the car, they literally cried: ‘How can [you] do that?\u2019 I told them, \u2018Look, I’m not destroying it; I’m immortalizing it.\u2019 They got it, and were instrumental in the separation. They helped me….<\/p>\n","protected":false},"excerpt":{"rendered":"
*He likes Fiat 500s. https:\/\/zine.zora.co\/reverse-again-shifting-vision-ron-arad Liam Casey (ZORA): Reverse Again is your first NFT series. Did it come to you clearly early on, or was it a completely abstract concept? Ron Arad: The mechanism is important for me. The main thing is: For what? In the old days, with architecture, the building of cardboard […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2137","post","type-post","status-publish","format-standard","hentry","category-uncategorised"],"yoast_head":"\n
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