Stedelijk Museum Amsterdam Presents 'Circuits' by Experimental Jetset
The Stedelijk Museum Amsterdam is set to unveil "Circuits," a new installation by the renowned Amsterdam-based graphic design studio Experimental Jetset. Opening to the public from July 12, this site-specific artwork delves into the physical history of information storage, inviting visitors to reflect on how data once took tangible form and what that means for our digital present.
Exploring the Evolution of Media Formats at the Stedelijk
"Circuits" is uniquely integrated into the museum's architecture, specifically designed for the space at the top of the historic staircase. Here, sixteen distinct wall paintings are mounted within the decorative round frames, transforming the area into a visual archive. Each painting abstractly depicts an almost-extinct physical medium, such as a 35mm film reel, LaserDisc, cassette tape, or CD. Rendered in a stark, minimalist black, these shapes act as iconic representations, accompanied by a series of abstract title plates that add another layer to their narrative.
A Reflection on Memory in the Digital Age
Through "Circuits," Experimental Jetset explores the intricate relationship between form and content, and how physical carriers influenced the information they held. The installation prompts consideration of details like a song's length on an LP or the recording capacity of a videotape, aspects determined by the medium itself. In an era dominated by cloud storage and intangible data, "Circuits" serves as a powerful reminder of a time when data required physical backup. It goes beyond a mere tribute to forgotten formats, encouraging visitors to critically examine the digital age, where the perceived "intangibility" of information can paradoxically lead to greater transience, instability, and even manipulation.
Connecting to Experimental Jetset's Enduring Vision
This new installation is a continuation of Experimental Jetset’s long-standing research project, Lost Formats Preservation Society, which began in 1999 and was notably featured in Emigre magazine. Elements of this ongoing project are also visible in the Stedelijk’s permanent collection. Founded in 1997 by Marieke Stolk, Erwin Brinkers, and Danny van den Dungen, Experimental Jetset is celebrated for its highly conceptual approach, often described as "translating language into objects." Their work frequently investigates the interplay of design, language, politics, and cultural history, making "Circuits" a compelling addition to their impactful oeuvre within the cultural landscape of Amsterdam.
Visitors looking for unique cultural experiences in Amsterdam will find "Circuits" an thought-provoking stop at the Stedelijk Museum. To discover more about the city's diverse art and design scene, or to plan your next cultural outing, explore other fascinating museums in Amsterdam or browse the map of cultural spots on Musemap (musemap.art).
