New York.- The Onassis Affiliate Foundation in New York will host the exhibition of the Beetroot Design Group, a visual communication and branding agency, entitled “The Misunderstood Monsters of Greek Mythology.” (From April – July 2014, at Olympic Tower Atrium. Monday through Sunday, 10am to 8pm. Free admission)
The exhibition opened its doors last year to Greek visitors at the Benaki Museum and the Macedonian Museum of Contemporary Art; it consisted of installations, three-dimensional sculptures and digital ‘invisible’ monsters which become visible are completed or are brought to life with the use of smart electronic devices such as tablets and Smartphones.
Strange, shocking, unpredictable, the monsters of Greek mythology are antiheroes who have inspired such authors as Hesiod, Homer, Plato, Aristophanes, Shakespeare, Wilde, and Gide, and such artists as Rubens, Goya, Ingres, and Picasso, as well as fascinating countless generations all around the world.
The exhibition was created in light of the Beetroot Design Group being awarded the highest distinction worldwide in the field of communication design (Red Dot Agency of the Year) and is presented for the first time in New York with the support of the Onassis Foundation. The exhibits serve on a primary level as modern works of art based on Greek mythology, and on a secondary level as an excuse to introduce the constituents of creation and development. Our mythology is re-examined under the spectrum of substance behind its fictional cover and re-establishes its position in the heritage of the Western civilization.
The monsters of ancient Greek mythology were born nearly three thousand years before our time in the fantastic tales told by people who lived and thrived in the area we now call Greece.
The monsters were created to personify the astonishing mystery of the creation of the world, of life, and of natural phenomena, as well as of common everyday anxieties, many of which still plague us today. For years, the monsters represented the counterparts of
the gods, the heroes, and the mortals, and they bore the sins of the world — at least until now!
The monsters are exhibited here as elegant examples of the creativity of poets such as Homer and Hesiod; as strong evidence of the keen ancient Greek observations of the cosmos and their surroundings; as symbols of ethics, social life, and philosophy; and as semiotic treasures that would greatly inspire the Western world.
But this exhibition of the Greek monsters goes even further, by presenting them, with their dual nature both as perpetrators and victims, as contemporary symbols of the movement against racism, generalization, and exclusion, as significant philosophical attitudes and practices in contemporary design. Even today the Greek monsters never cease to produce, to grow, and to expand, no matter how difficult it may be under the circumstances. The Greek monsters always find ways to achieve the impossible.
With its Greek monsters, Beetroot attempts to reverse – with humour – the negative socio-economic image of modern Greece abroad, while presenting global key philosophical stands and practices of modern design. The Greek monsters are used with dual meaning, both as perpetrators and victims, and ultimately as contemporary symbols against racism, generalization and exclusion, while at the same time representing the principles of creativity. A delightful exhibition which subverts the stereotypes.
Beetroot Design Group, based in Thessaloniki, Greece, is an award-winning communication design office and think tank that for eleven years has championed the essence of human creativity, ability, and passion for growth.
Beetroot’s creative mission is to discover, develop, and utilize the true essence of a brand, product, or service and then grow and expand it to become recognized, appreciated, and praised all around the globe. Beetroot’s highly surprising and edgy work seeks, reveals, and (re)creates the characteristics that render the identity of each work as unique. Beetroot was awarded the coveted Red Dot Communication Design Award in 2011.