HCMC – Discussion “Strawberry Red”

Sat 02 Mar 2013, 6 – 9 pm
Galerie Quynh

From the organizer:

Come to discover a special project by Rice Creative for BRAIN Magazine in Tokyo.

Rice Creative was given a simple but challenging brief from BRAIN: Express Strawberry Red. Discussions began with color theory. What is color, light, reflection, refraction, etc. We talked matter, molecules. We considered what was strawberry red if there was no light.

We moved onto senses, like scent. Perhaps it is only a scent. Red is red, but if it smells like strawberry, maybe then it is strawberry red. Maybe the image could be any color, but smells like strawberries. Scratch & sniff would make it strawberry red. We needed limitations.

We decided to show red, as a limitation, and strawberry in some way. We kept coming back to the fact that there is no specific strawberry red. Each strawberry is different and has a spectrum of reds on its skin. There is no such thing as strawberry red. No Pantone, no CMYK, no RGB. The only thing that makes strawberry red is the context of the strawberry.

We began discussing printing with strawberries.

This led us to the goal of demonstrating the many reds of strawberry red as possible, by printing in large scale, with strawberries themselves. It could have simply been a field painting of strawberry derived pigment, but we felt using the pigment to spell strawberry is even more didactic, like a giant dictionary entry. The entry could not be reproduced in a dictionary though, in traditional print. It had to be created in actuality and experienced under a standard type of lighting, close to the lights used for color calibrating.”

Please join the Rice Creative team at the gallery this Saturday evening to experience, interpret and engage with the notion of strawberry red.