Painting with the Lens
by Martijn Verhoeven

Publication: monography 'frank van der salm', 2005
Publisher: MKeditions, Rotterdam, NL
Published in Dutch and English

(...) latest development within the contemporary landscape is also termed ‘disneyfication’: all kinds of elements in our surroundings are presented as if they were authentic, while in essence it is about complete artificiality. Themed environments are created in response to the appetite for ‘experiences’, with the chief objective of enticing and pleasing. The sensation of realness, of authenticity, seems to be more important, interesting and exciting than reality itself. Existing locations are adapted and
furnished, new locations are created.

The ultimate in the creation of this new world is undoubtedly the theme park, which exemplifies how the service economy has become an experience economy. Shopping mall, visitor centre and airport are variations on a common archetype: Disneyland, a fantasy world where the employees behave like actors and where customers are treated as guests. Everything that takes place here is planned and structured, what people do is emphatically steered and programmed. We more and more often operate in surroundings that were designed with a specific goal in mind.

Artificial and authentic are increasingly intermingled. They are no longer opposite poles, but two sides of the same coin (...)

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