FEATHR artist Egor Kraft’s latest artwork ‘The New Color Project’, is an online intervention nominated for the Cosmoscow Art Prize for Young Artists. Scroll to discover more about this critically acclaimed piece.
‘The New Color‘ is a website created by the artist for a non-existent American company, specializing in the field of developing chemistry. On the website, the fake company announces a breakthrough discovery of a previously unknown color. The website presents non-facts as news, which include advertorials and video interviews to draw the viewer in.
The project explores the power of the media, and how it can influence public perception. With the topic of ‘fake news’ a consistent theme in current news articles and online in social media, this project is an artistic take on a very relevant concern in today’s society
“The New Color” went viral, and continues to attract attention online. Hundreds of visitors a week visit the website, having been referred to it by search engines and social media. The people most intrigued send emails to the fake company’s email address, where they request samples or more information. Recent media sensations about the discoveries of new colours such as Anish Kapoor’s Vantablack, or Stuart Semple’s Pinkest Pink, highlight the relevance of this project, and it’s easy to see why it caught the public’s attention.
Interdisciplinary artist Egor Kraft founded creative studio Meta Work in 2012. The studio specialises in creative direction, art direction and design for public spaces, print, digital and video. Egor’s minimalist wallpaper design for FEATHR.com was inspired by the Surrealist art movement. The bizarrare landscape depicted features a selection of objects that are mutually dependant on each other. Check out Egor’s unique wallpaper design ‘Aluminium Weed Field’ for FEATHR here.
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