Business Week‘s Helen Waters offers some insight into Anthony Gormley’s Fourth Plinth project–One&Other–by making reference to Marina Abramovic’s Guggenheim Museum performance piece. Curiously, she also tries to locate both within the redefinition of brands within a mass media that is a two-way street:
Gormley has given the platform to 2400 interested parties, who are entirely free to do whatever they want in their hour (as long as it’s legal.) In doing so, he’s shining a spotlight on the genetic make up of an entire country (while picked at random, the occupants represent a cross-section of British society.) It feels like a perfect metaphor for an age in which the playing field is level and companies and brands need to take part in a conversation with their consumers. It’s inclusive, it’s accepting, it’s provocative, it’s bound to be a bit boring or stupid at times, but it contains precisely the qualities that all companies should be looking to embrace.Continue Reading