Units of Measure

Units of Measure is a large-scale colour swatch composed of 192 vacuum formed panels made from the disassembled parts of a model toy car. Each panel is painted a unique colour and is assigned a name. A commercial length video, presented on an adjacent wall, continuously flashes ribbons of colour. The work in its total configuration is akin to a paint store display of colours and invites the viewer to decide which panels they are drawn to, subjecting them to a process of selection. The panels are presented in an arbitrary taxonomic system, as they are each assigned with illogical names that do not objectively describe the colours. Wittgenstein's language games and the philosophical notion of a proper name are explored by looking at the language prescribed to commodities. The hyper-proliferation of this language produces a new 'consumerist language' devoid of meaning.