@diversity – European Idea Competition

Not all efforts succeed.

This summer I entered  the @diversity competition: innovative ideas for cultural and creative sectors in Europe which is an initiative funded by the European Union.
15 project could win tailor-made coaching sessions to further promote their idea, thereby unlocking the potential of cultural and creative industries.


We’ve received 263 amazing and divers looks in the future of the cultural sectors in Europe. The high quality of your ideas obliged us to do a very careful assessment of all your applications and we performed even a second assessment round in order to take a founded decision on the nominees.
Had I won, I would be sitting in an online session with selected coaching experts  to coach my project to unknown levels. I did not win and felt like a bad loser replying with this email:
‘That you received 263 amazing ideas is great. It shows that people are thinking and are willing to step into creative Europe.
Unfortunately your rejection does not help us. It seems as if your program is to small to hold the creative minds of Europe.
I hope that you will improve your program so that you carry the load good luck’.
The man or woman that read my email can not do anything, yet I still believe that 247 amazing and divers looks on unlocking the potential of cultural and creative industries in Europe will be missing.
Read below about my proposal and in future follow and get involved in the running of the  I-object

Name of the idea:


Please shortly describe your idea:

People give certain objects, natural or manufactured, a special place in the world as animated partners of our wishes, dreams and aspirations. This sharing of humanity between people and objects is what the project I-object is about. Artists are asked for an object representing themselves in the I-object display box.

Which sector(s) does your idea apply to?

Creation and exhibition of art objects/ tangible art products.

Which category does your idea apply to

Make Culture.

 Explain how this idea can change/improve the current cultural landscape

The display-units will showcase small artworks ”I-object”s  on a rotating platform. Alongside on a digital screen the artist’s name, title of work, concept and website are displayed. The units are brought to ‘watering holes’ where people gather to relax and talk with no pressure.  One could imagine coffee corners in an office building. In this way we bring the art to the people, and place it precisely into the environment were people want to rejuvenate. After a few weeks the display or displays are refreshed with new small art works.
The I-objects will also be linked the I-object website with a QR-code giving people easy access to part II of the I-object.
The actual objects will be gathered from an open call to artists  and will manifest craftsmanship but always place it within the context and the qualities of an art work. We expect works to be submitted from a wide cultural terrain.

Part II.
Internet and app.
A 360 degree video of each object with its detailed documentation will be available on the I-object website and app. People can browse through the works, bookmark them or react on them.
In this way we want to unfold culture and share humanity between people.

Explain how your idea will make use of Information and Communications Technologies

Gathering the object information.
The Gaidaro foundation is well experienced with gathering quality artworks for exhibitions through the use of communication technologies such as the web forums and social media.

The response of the artists has to be streamlined and pre-edited (like this website) before the images and documentation is viewed by the curators. This would need a web-page with the right forms, database and javascript to pre process the information so that it can be readily displayed on the web and is ready to be transferred to the I-Object display-units as image files.

Gathering the object.
Once the curator has approved the object the artist will send it by post. On arrival the objects is linked up with the information already present in the database, with the details of the maker and significance of the object. The object is also registered on video rotating it 360degrees.  This information is uploaded onto the I-object website and YouTube.

The object in the display unit.
The display unit consists out of a oval wooden container. Our aim is to construct the unit in such a way that a CNC machine from FabLab can duplicate the container anywhere in the world.At this moment our prototype runs with a digital screen and a solar powered rotating platform. The information on the digital screen is passed on through a memory card.

gather objects info through the internet spread info, through internet, apps and digital screen

Please explain the technology part that will make your idea work
What is the target group for your idea.

The I object’s goal is to get the viewer energized and inspired by looking and reading about the object. Our target group are those people interested in contemporary art. In our search to localize the target group we start by exploring the possibilities of tapping into new existing audiences. We start by identifying the places where people choose to be energized and revived, then we determine if the target group has already accepted contemporary art and/or any of these ideas.

A place to start are the coffee pantries or corners in office buildings for professional people. Ernst and Young  springs to mind, recruitment agencies, ministries of arts and education, flexible working places for young professionals and multinational offices. We do not want to exclude people that still need to find their way to contemporary art.  For this reason the I-object website is easily accessible and display-units can be placed in public libraries and café’s where people come to meet and relax.

The I-object is not limited to one place, city or country. Several display units may exist in an office building, encouraging employees to walk to an other departments and talk to strangers. The I-objects can be run in several cities or countries by engaging local curators whereby the physical objects are exchanged through the post.

Last and not least
The I-object artists and curators form an important target group as the project is a peer-peer exchange of information.

Implementation What are the next steps for your idea?

At this moment we are busy testing out our prototype display-unit, feeling that this is one of the main driving motors behind the project. Once a robust unit is finalized we will manufacture 3 display units for the first trial run. Through an open call for artists we will collect 40 works, document them and upload them on a non-automated website. Multinational businesses will be approached in the Netherlands for a trial period. In the first stages of the project while there is no financial support for advanced IT programming the project will run on DIY php programming skills. Once we have a foothold and the project gains in financial momentum we can invest in programming and automating processes. Once the complete ‘engine’ is  made, we can focus on expanding with other participating partners and curators in a multitude of cities and countries.
However through the @Diversity program we hope to get into contact with potential stakeholders, ICT professionals and executives of the cultural industry. This will not only strengthen the project but greatly speed up its development and implementation. Explain what kind of next steps (activities) you would like to undertake to realise your idea and who or which partners you would like to involve in the implementation process.

Explain how you expect your idea to survive in the long run

Not only are we exploring possibilities of tapping into new existing audiences, but also funding. We are basing are idea on 1. a free educational service (such as public libraries) and 2. a paying service by the business community.
In the working place where the I-object display units give the employee a moment to vitalize we expect businesses to subscribe to the service. In the long run we believe that the I-object will improve networking within businesses. The display units allow people to focus their attention on a third thing rather than on each other, making interpersonal engagement more comfortable. People can connect with strangers when they have a shared interest in specific objects. After a trial period businesses can subscribe to the I-object.
It should be noted that the I-Object is a cultural platform and not a gallery or market space. While the objects are in the display units they are not for sale. In this way we want ensure the museum like ambiance of the I-objects and let our cultures unfold.

costs: website, app, programmers, volunteers, display units, transport of display units, maintenance of  display units, maintenance of social media. Transport of objects.
income: rent of display-units, web advertising

If you have additional information about your idea, you can add this.

if  you like this project please contact me

multiplex front

multiplex front