Some art history running through TAB 3's iconography:
We made a series of three visuals for Tab this time. We were inspired by the international art exposition called Documenta which started in Kassel in 1955. The exposition was based in the old Fredericanium Museum. It is an old museum and it was important for Germany to demonstrate cultural renewal Post-War, Post-Nazi, by transforming this cultural landmark into a positive space embracing modernism, the future, utopia, globalism, etc.
The fifth edition of the exposition, Documenta 5, was curated by Harald Szeemann in 1972. That was such an awesome time for art, especially minimalism and conceptual art. So for the 1972 Documenta, a design firm called Haus Rucker & Co. made this awesome installation of a big plastic bubble coming out of one of the windows on the Fredericanium’s façade. The piece, Oasis Nr. 7, included a metal gyroscope platform which allowed viewers from inside of the museum to enter into the middle of the bubble and take in the view of the park from this weird, isolated, and idyllic vantage point. There was even a palm tree in the bubble!
Since Tab is very much about the perception of the spectator, passageways, changing and unexpected viewpoints, we were inspired by Harald Szeemann’s Documenta 5, Haus Rucker & Co.’s Oasis Nr. 7, and wanted to appropriate original photographs in some of our marketing images for this third edition of Tab.