Alex Varanese is really cheeky. His fourteen piece series entitled “ALT/1977: We Are Not Time Travelers” is a clever, thoughtful look at what advertisements or pieces on technology would look like in the 1970s. It’s not just any technology that he uses. He has so-called time traveled in and used four vitally important pieces of technology commonly used today (video game console, MP3 player, mobile phone and laptop) and placed them in the realm of the 1970s. It is the most efficient way of time travel since the Dolorean.
His artist’s statement on the series is not only hilarious and wonderful but the ultimate conclusion he reaches here is that he’s “learned that the strongest contrast isn’t spatial or tonal but historical. I’ve learned that there’s retro, and then there’s time travel.” Today’s innovations aren’t necessarily better than what technology was before but this sentimentalist, nostalgic approach to the subject is endearing and feels as though he’s tapped into our insatiable need for electronics. Innovations in the 1970s, as clunky and muted in palette as they were, were never consumed or depended up at the rate in which we depend on ours now.
I’d trade in my iPod for a record player too.
Read a recent interview we did with Alex HERE
By: Sarah MacDonald