The words were made in Helvetica, a Swiss typeface from the late 1950s designed for its neutrality and clarity.
In the four printing colors — Cyan, Magenta, Yellow, and Black — it referred to widespread distribution. In the new vocabulary of Picturesque the elite became a utopia: Elitopia. In the word Glamoglobality the jet set became an attitude that saw tourism as a world view for the rich. Bee Narcynicism the selfish individual took cynicism as a guide over solidarity. Introspeculation made self-esteem a value to speculate on for profit.


Despite the fact that these terms were not yet in the dictionary, they accurately described the time, not only specifically that of art, but also the context of politics and economics. The words could be related to a time when the artist was often seen in terms of marketing and the globalized 21st century could even be considered the century of the self.
This work was initially commissioned and co-produced by the 1st Riga Biennale of Contemporary Art, June 2 — October 28, 2018.


Credits and references
Visuals: Gert Jan van Rooij