Alter///scrinium. 10 Theses Of The Architecture. Screening Part 2011
Harun Farocki. The Creators of the Shopping Worlds
  • Director: Harun Farocki

    Born 1944, Novэ Jicin, German-annexed Czechoslovakia. Lives and works in Berlin, Germany.

    Selected personal exhibitions:
    2011  —  War At A Distance  —  Galerie Thaddaeus Ropac  —  Salzburg, Salzburg
    2007  —  FuЯball : Football. Harun Farocki  —  The Museum of Contemporary Art / Museet for samtidskunst, Oslo
    2003  —  Harun Farocki  —  Augen Machine II (Eye / Machine II)  —  Etablissement dґen face projects, Brussels

    Selected group exhibitions:
    2010  —  8th Gwangju Biennale  —  10,000 Lives  —  Gwangju Biennale, Gwangju
    2008  —  16th Biennale of Sydney  —  Biennale of Sydney, Sydney, NSW
    2007   —  Documenta 12  —  Documenta, Kassel

2009,  61 min.
Section:
Alter///scrinium. 10 Theses Of The Architecture. Screening Part

Courtesy of Harun Farocki Filmproduktion

New system of trade organization called supermarket was invented in the USA in the 30s and spread all over the world during XX century, defining consumption process as a special time-consuming act of endless consumption. Tricks helping to attract and in some cases almost make customers buy some products are mostly successful in case of giant stores, where a customer may spend an entire day choosing necessary goods. This floor layout clearly asks architects to create new and special design strategies taking into consideration both social and psychological features of an individual.

A movie of Harun Farocki, a German documentary director, is a logically organized narration consisting of interviews with people who create large consumer territories that must grab people’s attention. Farocki divides his movie into sections where by solving local issues different specialists (merchandisers, architects, assistants, etc.) have to create a certain world, separated from the course of life in order to make a parallel universe that can overtake the real world. Supermarket or mall world has a fixed structure that embraces an endless mass management process.

In his movie the author does not use any clear criticism, but his noninvolved shooting method that is similar to surveillance camera work, reveals a technical nature of consumption that due to its internal settings eliminates any extraordinary and uncontrollable expression of individualism.