GENERICA® is a term derived from ‘Generic America’ and has been described as “Landscape features (such as strip malls, pre-fab housing, and streets named "Main") that are identical no matter what part of America you visit. The project described here after, is based on the hope that through the realization of our increasingly homogenized society there can be a renaissance within the attitudes and actions that have gotten us this far.
GENERICA® is set up to identify with those who are making a conscious effort to effect their surroundings in an encouraging way. Each of us can be seen as an independent entity working for a common cause…A cause against the barrage of mass marketing, the big business retail giants, and the many other entities that are rapidly making our lives uniquely generic. We are made up of subcultures in all forms; the artists, writers, consumers, and businesses. Each one made up of individuals trying to make this world a less mundane one.
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In order to influence our surroundings GENERICA® has chosen to do so in forms of ideas and action rather than to force ideals. Some say that actions speak louder than words, and hopefully with a combination of actions and imagery, the influence is a success. “Science may have found a cure for most evils; but is has found no remedy for the worst of them all - the apathy of human beings.” Helen Keller.
GENERICA® does not hope to force it’s ideals onto the public. Instead it would rather bring to light some of the situations going on around us. The ideals can be observed, absorbed, or disregarded. The decisions made should be our own.
Doing nothing about a situation one knows little about is in itself not the problem. It’s the apathy shown once that person is exposed to it.
Yet another effort put out by GENERICA® is to produce art and design by collaborating with a diverse group of artists under the moniker ‘Creative Collective’. The pieces will vary among projects, each claiming a small edition of signed and numbered works that will have the aesthetics, quality, and detail expected by those who produce them.
With a genuine appreciation for fine art and the artists who create them, Generica aims to make art readily available to everyone with a wide variety of artists and projects, through the “Creative Collective”, in the hope of fostering a realization of the importance of fine art.
Supporting GENERICA® is not the avocation of our Generic America, but a realization and understanding of a homogenization happening on every level of our lives.
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