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Danilo Milovanović points out the inappropriate role of the haystack between cultural heritage and advertising space



The exhibition Overriding the jesihar at the MSUM focuses on the haystack, whose function is increasingly reduced to a stand for advertising posters

The Metelkovo Museum of Contemporary Art hosts an exhibition by the intermedia artist Danilo Milovanović, whose intervention in an innovative way questions the role of the haystack as a national attribute and revives a common motif of the Slovenian Impressionists.

As part of the Prepih series, in which younger artists are presented, the Metelkova Museum of Contemporary Art (MSUM) will open an exhibition of an interdisciplinary artist today Danilo Milovanović. Multiple OHO Award nominee who signs with initials DNLMis the starting point for the layout with the title Overriding the jesihar found in the image The sower Slovenian impressionist Ivan Grohar and its general description, which understands Grohar’s work as a reflection of the Slovenian transition from rural to urban culture, and in the exploitation of this now nationalized image for marketing purposes.

As they wrote in the gallery, the project could also be characterized as an intervention within an intervention.  Namely, Milovanović focuses on the architectural specialty of the Slovenian countryside, on the haystack, which, as a national attribute, is also painted in the central plan of Sejalc, but now its function is increasingly reduced to a stand for advertising posters.  The photo shows a close-up of the cut segments of the jumbo poster on the haystack.  Photo: Jaka Babnik

Kozolec: advertising space or cultural heritage?Milovanović humorously and playfully intervenes in the situation by removing the jumbo poster from the haystack and in a lengthy process completely cutting it into long strips, and then returns it back in this new form, this time placed over horizontal poles for drying hay. As such, the ad is no longer readable, it is detached from its functional content. It has been transformed into colorful colored ribbons, which now triumphantly and somewhat festively hang the forgotten wooden structure and recall a distant ethnological motif.

This ‘creative’ strategy of approach to advertising, in which economics and ecology collide, acts as an alien in the space of the cultural landscape, which could also be understood as a kind of intervention of neoliberal logic – as a commercialization of the countryside, with which it tends to transform the space into its own decor,” they wrote in the accompanying text of the exhibition.

In this facility, public space is actively transformed and creates new interactions, experiences, relationships and situations in which the artist responds to current social issues. In doing so, he adheres to the principles of simplicity, absurdity and ephemerality, which succinctly describes his creative practice.

Kozolci are a unique architectural feature of the Slovenian countryside, but due to changes in the way of farming, they are used much less often than they used to be and are therefore falling into disrepair.  Photo: Jaka Babnik

The artist’s new project is a synthesis of procedural work, which includes several projects created according to his established method. In it, he uses public space as a medium in which he intervenes with action, and through situational intervention he takes over the context of its symbolic structure in order to inscribe a new meaning into it.

The artist’s engagement leads him to intervene, with which he challenges the original situation, in order to emphasize even more its intrusive foreignness, inappropriateness and mismatch with the environment. The roles of signifiers, transferred to a new context, with which the artist deconstructs everyday perception, are reversed, they wrote at the exhibition, which is curated by Ana Mizerit.

The original purpose of the haystacks was to store and dry grain, hay and crops, but today, in addition to the spatial one where building materials, agricultural machinery, tools and other devices are stored, it has an ethnological significance, as it is a matter of preserving cultural heritage.  Of course, haystacks had a social note in the past and also today.  Under them, they staged many games and prepared other social gatherings, such as displays of old tricks and customs.  Photo: Jaka Babnik

The exhibition Preglaševanje jesihar will be on view until January 28, 2024Milovanović was born in 1992 in Banja Luka. He received his master’s degree from the Academy of Fine Arts and Design in Ljubljana. He also studied at the UMPRUM Academy in Prague. He is currently creating a place in AKC Metelkova.

Among others, he presented himself in the galleries Aksioma, Tobačna 001 and Škuc in Ljubljana, MMSU in Reka, Miklova hísa in Ribnica, at EC1 24H in Copenhagen, the Begehungen festival in Chemnitz, BienalSur in Montevideo, as part of Katowice Miasto Ogrodow in Katowice, at the EU Expo in Tel Aviv and at Pražarna AB3 in Prague.

Source: Rtvslo

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