Find Our World in Yours

On Monday the artist Mark Titchner pulled by Channel 4 HQ to give some background to his new work, unveiled that day in front of the building, Find Our World in Yours. It is the latest incarnation of the Big 4, a 40 foot high figure 4 marking the 25th anniversary of the Channel and the advent of the Big Art Project, a bold cross-platform (TV, web, mobile, real-life) initiative focused on Pubic Art. Each quarter the Big 4 is reskinned by a different artist and this quarter it’s Mark‘s turn.

His approach involves punctuating the metal skeleton of the 4 with slogans in a style derived from trade union banners. Into the upstroke of the 4 is built a video booth, with echoes of the Right to Reply one at 60 Charlotte Street back in the day. Passers-by, staff or anyone who wants to can pop in and leave a message with their thoughts about Television. A selection of these is played out each week on the TV screens that pepper the framework. The main slogan reads: Find Our World in Yours, Find Your World in Ours.

What was most inspiring about hearing Mark talk was the eclecticism of his inspirations. In art history these ranged from Renaissance depictions of religious ecstasy to Duchamp op-art, from 60s psychedelia to contemporary advertising. And then beyond the art world he used everything from record labels to the aforementioned trade union banners, from the Black Panther movement to corporate mission statements from which to springboard ideas.

I’m a great lover of such eclecticism. At school I remember being given a book by velvet-jacketed Mr Fitch RIP (think Rob Newman’s Jarvis meets the Cyril from That’s Life) – it was a copy of Paradise Lost edited by someone called Broadbent (or similar) which had the most fantastically eclectic footnotes, from the biblical to the scientific, from the geographic to the historical, and all points between. Apart from turning me on to literature (I ended up studying English, French and German literature), it made me realise how interconnected all these disciplines are and how essential those connections are to creativity.

Which brings me to a peak of creativity, my favourite book, James Joyce’s Ulysses. One of the things I most love about the book is the fabulous ecelecticism of the novel – whether you want to know about the water supply of Dublin or the dynamics of grief, the family life of Shakespeare or the history of Irish Republicanism, it’s all in there. And, of course, the art of advertising (Leopold Bloom is in the business) which brings us full circle back to Find Our World in Yours which, like Channel 4, has advertising in its life-blood.

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