Listen carefully.
The transition from private to public.

PRIMARY GOAL
How does the re-contextualisation of overheard dialogue into new forms of media,
via the control of a designer, alter the meaning of its message and effect those that view/interact with it?

SUB-GOALS
Explore the effect of making personal (private) messages public.
React against ‘new’ media using ‘old’ media to develop a sense of community.
Explore the way environmental typography can establish new channels of communication.
Explore design as a mechanism for cultural change.

PROPOSAL AND RATIONALE
Eavesdropping.
Collecting elements of private overheard dialogue
and transposing it into a public medium.
By re-contextualising these messages we are exploring the role of the designer
in controlling the perception of messages via the use of new media formats.
Exploring the public reaction to non-commercial private messages displayed environmentally in a public forum.

APPROACH
Collect eavesdropped conversations.
Explore environment.
Re-contextualise comment visually.
Install new media in environment.
Observe response.

“ahhhhhhhhhhhhhthaaaaadadaaaaaaa”
10:50am, 8th October 2007, Tusk – Cnr of Green and Chapel Street

“walk”
12:45pm, 8th October 2007, Cnr Nicholson and Albert Street (Traffic lights)

“c’mon walk”
12:45pm, 8th October 2007, Cnr Nicholson and Albert/Londsdale Street
(Traffic lights)

“it’s a roller coaster of emotion”
1:35pm, 8th October 2007, Swinburne University – Prahran Campus
(front doors, PA building)

“i don’t know what has come over me”
1:38pm, 8th October 2007, Swinburne University – Prahran Campus
(front doors, PA building)

“It’s a slow day today”
2.00pm, 8th October 2007, Swinburne University – Prahran Campus

“so is 3 dollars a big issue for you…?”
2:25pm, 8th October 2007, Lucky Coq (Courtyard), Cnr High St and Chapel St

“ I don’t eat focaccia’s”
2.32pm, 8th October 2007, Lucky Coq, Cnr High and Chapel Street

“can I grab that…”
2.48pm, 8th October 2007, Lucky Coq, Cnr High and Chapel Street

“what did it look like?”
“just a black leather”
“checking bins and checking places”
“suspicious”
“yeah i’m looking for someone suspicious”
2.59pm-3:01pm, 8th October 2007, Piccolo – High St Prahran

“i’m a big fan of benches”
3:00pm, 8th October 2007, Piccolo – High Street

“it’s a black leather bag… i’m looking in bins, i’m looking in places”
3:00pm, 8th October 2007, Piccolo – High Street

“it’s Prahran, we’re looking for someone suspicious… good one Zoe”
3:05pm, 8th October 2007, Piccolo – High Street

“Sorry, I’m having difficulty reading this”
3.15pm, 8th October 2007, Swinburne University – Prahran Campus

“i saw the idiot that did this and he was a fuckwit”
8:15pm, 8th October 2007, no.6 Tram on Swanston Street
(opposite Flinders Street Station)

“Camberwell… it’s kinda like Toorak”
8:17pm, 8th October 2007, no.6 Tram on Swanston Street
(Cnr of Burke and Swanston Street)

“I can’t find my friends”
8:32pm, 8th October 2007, Rooftop bar – Curtin house (Swantston Street)

“how random, do you come here often?”
8:40pm, 8th October 2007, Rooftop bar – Curtin house (Swantston Street)

“you have to have a partner to go there”
8:58pm, 8th October 2007, Rooftop bar – Curtin house (Swantston Street)

“ you can come back to my place, aslong as you don’t distract me”
9:58pm, 8th October 2007, Rooftop bar – Curtin house (Swantston Street)

“the flying vikings died for our children”
10:15pm, 8th October 2007, The Toff in Town (bandroom) – Curtin house
(Swantston Street)

“ohhhhh the rain”
11:05pm, 8th October 2007, The Toff in Town (bandroom) – Curtin house
(Swantston Street)

“small, small, small, small”
11:10pm, 8th October 2007, The Toff in Town (balcony) – Curtin house
(Swantston Street)

“you’re an animal now”
11:10pm, 8th October 2007, The Toff in Town (bandroom) – Curtin house
(Swantston Street)

“so do you come here often?”
11:17pm, 8th October 2007, The Toff in Town (bandroom) – Curtin house (Swantston Street)

“lobster urdu sixty-eight dollar a pound, all the lobster two pound”
11:40pm, 8th October 2007, Ling Nan Chinese Restaurant – Little Bourke Street

“it’s not what you would call… vegitables”
12:00am, 8th October 2007, Ling Nan Chinese Restaurant – Little Bourke Street

“sixty scheckles”
12:20am, 9th October 2007, Ling Nan Chinese Restaurant – Little Bourke Street

“sugar in ya white love”
11:00am, 9th October 2007, Baguette – South Yarra Station

“he’s proactive, friendly, neat”
12:55pm, 9th October 2007, Thai Food to Go – Chapel Street

“i said leave it, I heard it with my own ears. She said that I was cheating… be devoted and all that. Before he went off, you know, I tried. he usta stay at my house you know, then he shaved his head and wouldn’t answer the phone. I found him with a sixteen year old, hen he told me he had cancer. You just have to watch out for that you know. So that was my first experience when I got here (scottish accent)”
1:10pm, 9th October 2007, no.64 Tram on Dandinong Road (Cnr of Dandinong and Wattletree Road)

“I heard it with my own ears”
1:10pm, 9th October 2007, no.64 Tram on Dandinong Road (Cnr of Dandinong and Wattletree Road)

“how did you get one of those?……”
2:00pm, 9th October 2007, Lucky Coq (Courtyard), Cnr High St and Chapel St

“I think I usta be gay when I was little”
9:10pm, 9th October 2007, Tusk – Cnr of Green and Chapel Street\

“an Arab taken hostage? Isn’t that a bit of a role reversal?”
1:36pm, 10th October 2007, 1:30pm Frankston – City Train (South Yarra Station)

“we share the same surname… so i figure I’m in”
1:38pm, 10th October 2007, 1:30pm Frankston – City Train (Flinders Street Station)

“what, what, what’s goin on with the house?”
1:42pm, 10th October 2007, 1:30pm Frankston – City Train (City Loop, Melbourne Central Station)

“can I have one of those pieces of paper the doctor gave you to read?”
3:25pm, 10th October 2007, 3:15pm City – Frankston Train (City Loop, Melbourne Central Station)

“just head down this street and take the first right… you can’t miss it”
4:07pm, 10th October 2007, Swinburne University – Prahran Campus (room 605,PA building)

“can you spare some change”
4:32pm, 10th October 2007, Piccolo – High Street

“got any loose change mate?”
4:33pm, 10th October 2007, Piccolo – High Street

“what the hell are you doing here?”
9:46pm, 10th October 2007, Alley Bar, AC/DC Lane, Melbourne CBD

“he rocked up with his ex-girlfirend and it was all over”
10:00pm, 10th October 2007, Alley Bar, AC/DC Lane, Melbourne CBD

“I’ll tell you what mate, I was that (drunk)”
10:13pm, 10th October 2007, Jimmy Chews, Russell St, Melbourne CBD

“I discovered they are really cold, they don’t smile”
10:20pm, 10th October 2007, Jimmy Chews, Russell St, Melbourne CBD

“wigging out, trying to write something”
11:40pm, 10th October 2007, Malvern Station

“can you reach it for me”
9:17am, 11th October 2007, Cornwell Design, Daly Street – South Yarra

“does this come in a 14?”
12.50pm, 11th October 2007, Gidget Burke Rd Camberwell

“when did you put your prices up”
1:12pm, 11th October 2007, Kagu Ra Zaka Restaurant, Toorak Road (South Yarra)

“I absolutely love it, but I will be back”
1.20pm, 11th October 2007, Gidget Burke Rd – Camberwell

“I’m getting that one and that one and this one and this one”
1.30pm, 11th October 2007, Gidget Burke Rd – Camberwell

“you would have been a horrible child”
1.52pm, 11th October 2007, Toorak Road – South Yarra

“do you think you can add padding in these”
2.07pm, 11th October 2007, Gidget Burke Rd Camberwell

“what would you do if I bought this dress?”
2.25pm, 11th October 2007, Gidget Burke Rd Camberwell

“oh geez, I dunno?”
2.39pm, 11th October 2007, Gidget Burke Rd Camberwell

“they make you look browner”
5.10pm, 11th October 2007, Gidget Burke Rd Camberwell

“Is this the original…, you know the one from the movie”
5.20pm, 11th October 2007, Gidget Burke Rd Camberwell

“a little bit of commitment wouldn’t go astray”
7.25pm, 11th October 2007, South Yarra Station

“you are a complete tool sometimes”
7.30pm, 11th October 2007, 7:25 City – Pakenham Train (South Yarra Station)

“I can’t believe I was sitting right next to”
8.50pm, 11th October 2007, Melbourne Domestic Airport

“how many cans have you had?”
9.50pm, 11th October 2007, Melbourne Domestic Airport

“do you have ice for these beers?”
10.00pm, 11th October 2007, Melbourne Domestic Airport

“if I come to Adelaide with you, will you bring me back to Cairns?”
10.32pm, 11th October 2007, Melbourne Domestic Airport

“upstairs”
1:10pm, 12th October 2007, Lucky Coq (Courtyard), Cnr High St and Chapel St

“very sweet… just don’t leave your baby in the car”
1:40pm, 12th October 2007, Lucky Coq (Courtyard), Cnr High St and Chapel St

“unspeakable wealth of treasure underneath it/there”
2:25pm, 12th October 2007, City – Sandringham Train (South Yarra Station)

“switch it on first, it won’t work otherwise”
2:25pm, 12th October 2007, City – Sandringham Train (South Yarra Station)

“I didn’t know you could print posters in that colour… what is it?
2.40pm, 13th October 2007, Metropolis Bookstore – Curtin House (Swanston Street)

“why are you always wearing a hat”
2.45pm, 13th October 2007, Metropolis Bookstore – Curtin House (Swanston Street)

“what is your problem?”
3:45pm, 13th October 2007, The Lounge (Upstairs balcony) – Swanston Street

“yeah… I’ll have a large one without the olives”
3:58pm, 13th October 2007, The Lounge (Upstairs balcony) – Swanston Street

“denial only makes it worse”
10:22pm, 14th October 2007, Claremont Street (Malvern)

“why doesn’t someone just tear this down?”
“why doesn’t someone just fuckin outlaw it all together?”
7.40pm, 15th October 2007, Degraves Lane, Melbourne CBD

“you should wear white t-shirts on a day like this”
5.10pm, 16th October 2007, Degraves Lane, Melbourne CBD

“are you fucking serious?
5.12pm, 16th October 2007, Degraves Lane, Melbourne CBD

“what would you like?”
5:35pm, 16th October 2007, Journal (City Library cafe)

“it doesn’t fit over here”
5:40pm, 16th October 2007, Journal (City Library cafe)

“whoa, big call. I am wearing a tan lycra outfit”
5:45pm, 16th October 2007, Journal (City Library cafe)

“stop right there”
5:55pm, 16th October 2007, Flinders Street Station

“up the street, 800 meters, 2 doors down on your right”
6:00pm, 16th October 2007, Flinders Street Station

“take your first left, then the second right, and then it’s the last left on your right”
6:10pm, 16th October 2007, Flinders Street Station

“it was rad, you should have seen it, my eyes were peeled. You have to go”
2:00pm, 17th October 2007, Swinburne University – Prahran Campus

“lets get this show on the road”
2:37pm, 17th October 2007, Swinburne University – Prahran Campus

“going to the races, getting smashed, i can’t wait”
3:03pm, 17th October 2007, Swinburne University – Prahran Campus

“you just don’t get it”
11:59pm, 17th October 2007, Flinders Street Station

“only an expert can deal with the problem”
8:35pm, 19th October 2007, Hamer Hall – Arts Centre (St Kilda Road)

“only an expert can see there’s a problem”
8:35pm, 19th October 2007, Hamer Hall – Arts Centre (St Kilda Road)

“how can i get control”
8:45pm, 19th October 2007, Hamer Hall – Arts Centre (St Kilda Road)

“you didn’t tell me we needed to bring stuff”
1:15pm, 20th October 2007, Swinburne University – Prahran Campus (room 605,
PA building)

“cash, money and prizes”
3:14pm, 20th October 2007, Swinburne University – Prahran Campus (room 605,
PA building)

“great day to be stuck inside doing work”
4:23pm, 20th October 2007, Swinburne University – Prahran Campus (room 605,
PA building)

“I’ve never eaten pigeon before”
5:12pm, 20th October 2007, Swinburne University – Prahran Campus (room 605,
PA building)

“ooooooooh sisters…”
5:25pm, 20th October 2007, Prahran Town Hall – Prahran

“…it’s just like shaking a cake under the moonlight”
5:35pm, 20th October 2007, Prahran Town Hall – Prahran

“shred it before someone finds out”
1:38pm, 21st October 2007, Swinburne University – Prahran Campus (front doors,
PA building)

“will you give me a break”
1:50pm, 21st October 2007, Swinburne University – Prahran Campus (front doors,
PA building)

“fuck me that was massive”
2:35pm, 21st October 2007, Swinburne University – Prahran Campus (front doors,
PA building)

“she was dead set keen, but I tripped over and looked like a complete dill”
2:39pm, 21st October 2007, Swinburne University – Prahran Campus (front doors,
PA building)

“it’s right here, stop looking over there”
9:30am, 22nd October 2007, Malvern Train Station

“did you put money in the meter?”
10:00am, 22nd October 2007, Cnr Russel Steet and Flinders Street

“when was the last time you just chilled out without worrying about work?”
10:27am, 22nd October 2007, Swinburne University – Prahran Campus (room 605,
PA building)

“that’s really not such a crash hot idea”
10:36am, 22nd October 2007, Swinburne University – Prahran Campus (front steps)

“come up here and have a look”
1:25pm, 22nd October 2007, Lucky Coq (Stairwell), Cnr High St and Chapel St

“you should try it before it goes stale”
1:40pm, 22nd October 2007, Lucky Coq (Courtyard), Cnr High St and Chapel St

“you’re not quoting that are you”
5:00pm, 22nd October 2007, Cnr Burke Street and Swanston Street

“all we are really dealing with is images of objects”
8:39pm, 22nd October 2007, Hamer hall, Arts Centre (St Kilda Road)

“quote me”
10:00pm, 22nd October 2007, Hamer hall, Arts Centre (St Kilda Road)

“I see the world in two dimensions”
11:00am, 23rd October 2007, Magnation (Elizabeth Street)

“party tonight at the mens gallery in the city, bring your girlfriend”
11:13am, 23rd October 2007, Elizabeth Street

“you can hire them but generally by the day. But their not cheap”
11:14am, 23rd October 2007, Elizabeth Street

“what message do you want to put on it?”
11:36am, 23rd October 2007, Swinburne University – Prahran Campus (room 605,
PA building)

“no probably not. Unless you wanted to fork out”
11:41am, 23rd October 2007, Swinburne University – Prahran Campus (room 605,
PA building)

“I am in desperate need for a model tomorrow”
3:03pm, 23rd October 2007, The Lounge (Swanston Street)

“how much do you think it costs to write a message in the sky?”
4:44pm, 23rd October 2007, ePlot (St Kilda)

“You up?”
1:30pm, 24th October 2007, Dan’s house (Malvern)

“We need to talk”
1:33pm, 24th October 2007, Dan’s house (Malvern)

“It’s not you, it’s me”
1:39pm, 24th October 2007, Dan’s house (Malvern)

“Marry me”
1:41pm, 24th October 2007, Dan’s house (Malvern)

Listen carefully

RE-CONTEXTUALISATION RATIONALE
In a location densely populated by other media, the Listen Carefully message aims to cut through the many layers.

Instead of adding to the media environment, we have used existing messages, to add meaning to our own.

The stencil, cut away, reveals layers of texture, colour and tone, and invites you to look closer.

ANALYSIS
While installing the buff stencil we encountered a great deal of animosity from passers by, the most extreme of which included having a number of full stubbies thrown at us from a passing car.

Located at an extremely high traffic area this location is seen by a wide audience, and on the night of installation, many displayed a high degree of disgust at our (destructive?) activities communicated
via the car horn.

RE-CONTEXTUALISATION RATIONALE
The aim was to confound expectation; in a rapidly changing media environment, (Hosier Lane) where work is painted over frequently, we opted for a return
to the traditional.

A play on the other visual media in a location often classifed as an artist space, the message is framed, which offers alternate meanings and questions whether the message is/not art.

The positioning of this statement also calls into question the meaning of ‘reading’, transposing it from a literary to a visual context.

ANALYSIS
The reaction to this installation was extremely positive, due to the reputation
of this location as an ‘art space’. The average passer by displayed a mixture
of respect, admiration and genuine intrigue.

A number of people stopped to take photos of the two locations - one person
got in the photo and had someone take one of him – like a tourist attraction. Conversations regarding the nature of the installation and the ideas behind
it were met with interest and encouragement.

RE-CONTEXTUALISATION RATIONALE
In a city of laneways and hidden locations, directions are often a part of overheard dialogue. The re-contextualisation of commonly heard directions
in an official media, draws into question whether the message is communicating
a destination or direction.

It challenges expectation and aims to create intrigue.

ANALYSIS
Installation of this application was paid little attention by passers by, the time of installation (7:30 pm) likely played a considerable role in this. Individuals that did comment on or paid attention to the installation appeared to be generally disinterested and confused.

RE-CONTEXTUALISATION RATIONALE
The chalkboard represents something that is constantly updated, or temporary media. The idea of it being a space to make private messages public, references the interactive paradigm of new media’s and creates a dialogue between the media and the audience ourside of the message itself..

ANALYSIS
This installation received moderately positive feedback, people were caught reading it as they walked past, and many walked away with a smile.

RE-CONTEXTUALISATION RATIONALE
The image of 5 people standing in close proximity, wearing a message that says
“I can’t find my friends” is immediately recognised as a personal statement made public. Using t-shirts as a symbol of unity, this looks at the notion of individuality (within a crowd of people) and also raises questions of ‘friends’ given the current prevalence of online social networking and new media.

The use of irony and absurdity transforms an otherwise sombre message into one with substantial comedic value.

ANALYSIS
This installation became performance, which was met with intrigue. The busy hour at which it took place (9.00am) meant there was a large volume of onlookers with which the message was able to interact (public) and invite a response.

RE-CONTEXTUALISATION RATIONALE
The plaque represents an ‘official’ media but one that is also quite accessible to an individual. The location of this message is of key importance, as it must speak of the intimacy of the message, and maintain the  ‘corporate’ (but maybe slightly cheap) feel of cold brass.

ANALYSIS
As the plaque was located in a lane next to a tafe/chef school, students and staff members were the primary audience members. As with many of the other installations the average response was one of disinterest. The comments received were contrived and showed little interest in the object and installation and more in us as individuals.

RE-CONTEXTUALISATION RATIONALE
Located in a Melbourne laneway, adjacent to a car park, and surrounded by buildings approximately 6 storeys high, the opportunity was there to make the statement BIG.

The scale ot the project makes it visible to those at ground level as well
as in the surrounding (above) area.

Using the road as a platform to work on, the message references road markings,
and may challenge the audience to question its intent.

ANALYSIS
Installed in the afternoon, this installation had a lot of interest from passers by, at the close of the day.

Comments during Phase One (masking tape) of the installation were generally positive and well received. However, the spray cans immediately received a very negative response, culminating with the termination of the installation.

The lifespan of the liquid chalk is approximately 30 days, and it will be interesting to see the deterioration of the message

RE-CONTEXTUALISATION RATIONALE
The rooftop location was spotted from Spring Street, from which the elevated sign, although high, is quite visible.

Our message aims to create intrigue beyond the mundanity of the statement.

The sign (and whatever is up there) is not accessible to the viewer, which
of course adds to the interest and intrigue.

ANALYSIS
The feedback received from this installation was tainted by the hour at which
it was installed (11pm). The lane is reasonably isolated and while the signage
is visible from Spring Street, at such a late hour it is hard to notice.

The primary audience consisted of employees from the various restaurants backing onto the lane many of which showed a moderate interest.

RE-CONTEXTUALISATION RATIONALE
The ultimate shift from private to public, this installation focuses on an inherently private message, involving ‘you’ and ‘me’, in a public viewing
of a private space.

A hand done and personal feel, this media and context confounds expectations with
a message that shouldn’t be made public.

ANALYSIS
The day of installation was a quiet day in this relatively secluded street,
and the responses were all jovial remarks directed more towards us.

Despite the change in media, people still immediately associated this message with a negative connotation, and many seemed to feel more comfortable to joke about it, than perhaps to question the intent.

RE-CONTEXTUALISATION RATIONALE
Maintaining the retail environment in which this message was overheard, the change in context  shifts the meaning of ‘A 14’.

The issue it raises addresses fashion/design/social trends.

There is no dominant media influence in store, and the type installation will seem out of context, as it serves no  apparent commercial purpose.

ANALYSIS
Located in a paper store this installation was undertaken during a low traffic afternoon however the little interest it aroused at the time mostly consisted of confusion, and annoyance.

RE-CONTEXTUALISATION RATIONALE
The handwritten note, seemingly torn from a diary, and then discarded, tells a narrative, and the journey it takes adds meaning to its message.

It talks of disposable media, an aim for personal control (over corporate control), and its potential demise.

ANALYSIS
This installation received some of the most positive and generally enthusiastic reactions from passers by, many of the comments received were light hearted and displayed a genuine interest in what we were doing and the message itself.

However a high volume of the comments and reactions were still negative in nature and displayed a degree of disgust towards our intentions and actions.

Listen carefully.
The transition from private to public.

OBJECTIVES AND INTENTIONS
Our intention was always to place these private messages into the public sphere and let our audience be our judge.

This project has taken on a life of its own completely outside of our initial expectations.

The high volume of animosity this has caused is indicative of its success.

NEW FINDINGS AND KNOWLEDGE
Re-contextualisaton of private messages within a public urban environment provokes a sense of unease and aggression.

The response to these messages is confusion and distrust. This could be seen as the effect of using spaces where corporate advertising is prevalent. .

The ability of this project to create a sense of community is limited to specifically responsive locations (Hosier lane). .

Messages in public spaces are often perceived as having malicious intent. .

Typography using media other than print with public environments are usually perceived as vandalism.

CONCLUSION
This project has provoked an extremely aggressive and negative response from our target audience.

The general public has trouble rationalising public non-corporate sponsored messages.

The general public displays a highly civic approach to environmental typography and takes ownership and responsibility for damage/alteration to their surrounds.

We aimed to confound expectation in an effort to humanise our surrounds however this challenge was ignored and the action spoke louder than the words themselves.

We believed the private messages would be a source of interest and intrigue.

FUTURE INTENTIONS
Go bigger.
More confronting.
More controversial.
Continue to eavesdrop.
Develop project into a publication.
Collaborate with a wider group.
Win awards.
Get some sleep.

Listen Carefully.