Finding a New Smell.
In this era of digitization we are constantly bombarded or bombarding ourselves with visual information. At the same time, the physical spaces where to express who we are become less and less available. The city keeps us walking in a rush, not really observing what happens around us. “Aromatizantes” is an exploration of the language of rear-view mirror hangers from a pedestrian’s point of view.
While I was searching for a language in the city, I noticed that people still hang artifacts in their cars’ rear-view mirrors. From flags, to crucifixes, to family pictures, I see that people still utilize this space for self-identity and expression. These hangers function as a language because they communicate the driver’s individual identity to other drivers, pedestrians or the driver herself. Additionally, these hangers can serve the purpose of what I call reminder-language. They remind the drivers of who they are, what their national identity is, when they graduated from university, what their favorite sport is, the birthdate of a son/daughter, etc.
A New Language: From Chelsea and El Barrio to Brooklyn.
The new language is based on the concept of how small objects, especially hangers, allow for self-expression. After collecting the imagery of hangers, taking pictures around Chelsea and Manhattan, I created a new language. Utilizing the shape of one of the most common air freshener/rear view mirror hanger, I populated the shape with new images. These new images are the result of interpreting or merging ideas from the original collection. For example, pictures of crucifixes, Jesus Christ and Virgins were re-created using online found images of faces of Jesus, Jesus’s crucifixion marks and the Virgin’s praying hand. The new language was grouped in three: one face, one texture and one close-up. The textures are the result of the distortion caused by the reflection of the city on top of the mirror, making it impossible to have a clear image of the artifact that was hanging inside the car.
Back to Basics.
Finding Little-Trees® in Manhattan is a hard task because there isn't a strong car culture. Consequently, I decided to bring “Aromatizantes” to a car store in Brooklyn. I put part of the collection of images that came out of my found language back in the store. and I also took them out of context by placing it in uncommon situations, such as wearing them as a necklace.