One of Todd Stuart’s principles is that sculpture is bought, not sold.
Art, especially sculpture, lies wholly in the realm of emotional desire and spiritual expression, the tip of the iceberg on top of Maslow’s hierarchy. The hierarchy describes five levels of human need, starting with:
1. physiology — nourishment, basic health, and functionality
2. safety — security of shelter, resources, work, family
3. love and belonging — intimate relationships and friends
4. esteem — prestige, accomplishment
5. self actualisation — fulfilment of potential, creativity, imagination.
At self actualisation, people have satisfied the first four needs in the hierarchy and now want to find and express their sense of themselves. This is often through creativity, and the search for deeper meaning, within and beyond.
The search isn’t always easy, and the journey can be difficult and risky. This is where the introduction of a formal process — a detailed diagnostic questionnaire — can help define the search coordinates and eliminate much if not all of the risk.
It’s also good insurance against plop and plonk sculpture; art that looks out of place regardless of its setting.
Diagnostic as catalyst to the brief
The diagnostic acts as the catalyst to intelligently inform the brief. The brief in turn is a directive, matching the right sculptor to the project and identifying all the influences, styles, issues, and objectives of the work.
It’s also the first, and most critical step in our customised 10 step process designed to maximise engagement and satisfaction. At the same time, it minimises risk in what is generally a complex and costly exploration of humanity.
As both sculptor and project manager, Todd’s long experience has helped refine the diagnostic into three streams:
1. individuals and small organisations
2. medium sized organisations and small communities
3. larger territories or precincts
Dealing with each of these in turn, a diagnostic for individuals and small organisations tends towards a smaller survey of the motivations, issues, and goals behind the project.
Medium organisations and small communities require a more detailed diagnostic, which we customise to suit the project.
Precinct projects demand intricate diagnostics
Territory or precinct projects, which usually involve multiple stakeholders, large areas, and diverse land- and streetscapes, demand more intricate diagnostics. Where needed, we commission Place Consultants to investigate the site’s history and advise on all kinds of issues that might influence the work.
These might include cultural, architectural, religious, indigenous, or legal factors which they explore, often with the help of a detailed public survey.
Look what happens when things go wrong
If you think this kind of background preparation might be excessive, you might examine a public sculpture that project went seriously awry.
Vault (aka Yellow Peril) was a public sculpture project that deeply divided Melbourne, Australia in the late 1970s. It continues to spark controversy to this day. Visit https://www.broadsheet.com.au/melbourne/art-and-design/article/sculpture-divided-melbourne
Talk about your diagnostic to sculptor and project manager, Todd Stuart on +61 4 5151 8865, or visit mainartery.art.
