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case study - 07
TATE MODERN
date. 2026
city. Stockholm
Spec work
The Berif
Tate Modern Spec Project: "What If Art Was Just Waiting?"
THE SOLUTION
After producing the first work (partnership with delivery apps, bring people to Tate)...
I started thinking...
To utilize iconic works of art everyone has watched and felt deeply to fight the cultural laziness that kills art's vitality: endless scrolls favoring instant, soulless takes over sweat, madness and soul.
So, the executions
(very simple ones)
Will be based on:
What if iconic films like There Will Be Blood, Rocky and The Pursuit of Happyness were stripped to their bare, boring basics?
Tate Modern, a host of Art, deserves campaigns that demand we feel the real thing.
The core beauty of life.
Duchamp's Fountain urinal (1917) is exhibited in Tate as a replica, and took weeks of grind obsessive silk-screening.
This billboard contrasts endless artistic sweat against instant provocation, mirroring how great works of art get reduced by our modern scroll culture, skipping both art's madness and soul for three-second glances.
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