Intro Text

The New Now

Design Digital

iOS App
Released: September 2016
Designed: Egor Kraft
Code: Alex Linkov

The app displays a running text of a  relentlessly repetitively line:  “…This very moment, has already become the past – This very…” etc. Application idea is based on the artistic work by Egor Kraft & Alexander Letcius, seen below.

However in the case of being placed in media context the work, by relentlessly manifesting the moment of now becomes an instrument of returning viewers attention back to the existence in the presence and ‘reality’, rather than immersing in virtuality, which as we know, media tends to cause.
Re­veal­ing the hyp­notic prop­erty of any time-based me­dia and semi­otic fea­tures of text, The work is sug­gested as a mon­u­ment to the ir­re­versibil­ity of the flow of time and the weak­nesses of analy­sis, as a method of com­pre­hend­ing, or sim­ply just as a dig­i­tal mantra.

'The New Moment' led installation by Egor Kraft & Alexander Letcius. 2015

The App exhibited at the Multimedia Art Museum Moscow

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