Neuroscientists at Columbia Universityobserved a curious thing.
Others have reported the sensation of dancing when observing Degas Ballerinas.
This is due to a process called embodied cognition.
When we view a piece of art, our brain mirrors actions depicted on the canvas.
Not only can art inspire physical action, it can also stimulate emotion and make the intangible feel tangible.
Thats the moment that people really resonate with new messages, allowing them to be digested.
Sounds neat… but why does it matter?
Well, EV manufacturer Polestar is betting on arts stimulating powers to get its sustainability message across.
The company recently released a sustainability report for its new Polestar 2.
It’s free, every week, in your inbox.
Thats why they teamed up with Biersteker to create an interactive installation inspired by key data from the report.
The piece titled,We Harvest Wind, is now on display at the Stedelijk Museum in Amsterdam.
You get lured in by the aesthetics and then the facts hit you.
Just like one small change in our lifestyle can have a much bigger impact than we might realize.
Were going to publish the LCAs for all our upcoming models.
Youll see when we fail and youll see when we progress.
Its really a way for us to connect with our consumers and build trust.
Thats when they decided to contact Biersteker.
Zeroing in on this, he decided to create a massive wind turbine that could be powered by visitors.
I want people to connect with the facts that are in this report.
I want them to experience the power of change by their hands.
So I wanted to communicate the simplicity of that.
You just press the fan and this world comes to life thats powered by wind.
It doesnt have to be more complicated than that.
But we also have the list of emissions related to the materials and the components going into the cars.
So were very well aware from our LCA data of what we need to tackle.
Bierstekers studio teamed up with their researchers to create the installation.
Each installation also comes with amaterials passport, which makes it easier to deconstruct and recycle in the future.
I make something for the ages.
For me its logical that things end.
And, as a creator, you are accountable for how your pieces end.
This is also why Bierstekers installations arent for sale.
This reduces their function.
Id rather have it shown somewhere to create that awareness, said Biersteker.
What should you take away from this piece?
Everyone will experience a piece from their own point of view.
But that actually puts a lid on everything.
That transition is going much too slow.
The only question left is, will this inspire you to act?
Find out by visitingWe Harvest Windwhich will be displayed at the Stedelijk museum until November 3, 2021.
