This Call was to Have Effect

The Enterprise
Galerie La Centrale, Montréal
Dec. 22nd 2004 to Jan. 9th 2005

This Call was to Have Effect is a ‘dummy’, a ‘model’ for a new way of looking at artist run culture. In this tight network, in response to new approaches for funding, the word ‘change’ has quickly become a monster, ideas of adopting a ‘business’ or ‘corporate’ approach are quickly judged as threatening.

La Centrale’s window installation project by Pavilion is the manifestation of this cartoon monster. While a beast on initial approach, a more detailed observation subsides the whirlwind of advertising, revealing that it is in actuality just a mode of communication. The feared commercial structure is not so much a set of rules but a virtual space to play.

The present vocabulary, taking on the form of advertising, aims to seduce and distract, drawing attention towards the space. Yet there is no promise or presentation of commercial exchange, rather an invitation to visit and experience the space.