The New Color
“The New Color” is an online intervention consisting of a faux website (thenewcolor.net) for a non-existent American company (ACI) specializ- ing in the field of developing chemistry. On the website, the fictitious company announces a fictitious breakthrough consisting of a previously ‘undiscovered’ color. The company also carefully explains that at the moment no screens are capable of displaying the color due the RGB (Red Green Blue) additive color model which has nothing to do with this new primary color.
The website is presentation of non-facts as news — including adverto- rials and video interviews — explores the intrinsic power of the media to transform public perception and stand in for new forms of knowledge production. A viral sensation with broad social impact, “The New Color” continues to attract significant online attention. Hundreds of visitors a week come across the website, having been referred to it by online search engines and social media.
The people most intrigued and deluded by the so-called discovery send an email to: firstname.lastname@example.org, the fake company’s email, where they express their desire to see the color, continued requests to buy and order a sample of it, express intentions of coming over to the laboratory located in Ashland, PA to see it, propose to involve it in their projects, or express their interest in investment and more. These kinds of emails are received nearly daily, the Facebook page subscribers are growing, Google search ‘New Color’ often delivers thenewcolor.net on top of the list. Later In 2017 the project was followed with a supposedly ‘leaked video’ from the lab in which an attempt to capture the color via the means of smartphone camera failed due to incapability of registration a color that couldn’t be interpreted as blend of red, green and blue (RGB).
A book was issued as a documentation and an outcome of the interven- tion. It features nearly 200 selected emails received on fictional companies email address.
A book was issued as a documentation and an outcome of the intervention. It features nearly 200 selected emails received on fictional companies email address.
The New Color installation view at the 5th Young Art Biennale in Moscow, 2016.
The exhibition view at the Garage Museum in Moscow during the show “Insight & Foresight”, 2013.