ZhEK-art: art and design in contemporary creativity

Contents:

• "The Essence of Design in Its Primordiality"
• Terrible Unattractiveness and Incredible Beauty
• Housing and Utilities Art in Art
• Housing and Utilities Art in Design
• Reasons for the Growing Popularity of Housing and Utilities Art

This summer, many news outlets, primarily at the regional level, began reporting a ban on the use of swans made from tires in Russia. Journalists attributed this to new legislative initiatives, according to which used tires are now classified as Class IV hazardous waste. Using such materials for landscaping is considered unsafe, as toxic substances contained in rubber can leak into the soil and groundwater. Those who nevertheless decide to decorate streets with tires face administrative fines.

In a number of Russian cities, local landscaping regulations prohibit decorating courtyards with various figures. Similar regulations are already in effect in Novokuznetsk and Novorossiysk, for example, and were recently introduced in Izhevsk. A similar regulation is also planned for Penza. Meanwhile, rubber swans painted white, Cheburashkas, mushrooms placed in enamel basins, and altars of stuffed animals perched on trees represent more than just naive decor. This phenomenon has become the subject of scientific study, with articles and books written about it, research being conducted, and popular social media communities dedicated to it. Several terms are used to describe it: housing office art, housing and communal services art, or homeowners' association art. Let's figure it out: Folk art is generally associated with design, as it incorporates elements often used in contemporary design practices. Folk art, such as textiles, ceramics, wood carvings, and other decorative arts, embody cultural traditions and customs. These elements can serve as inspiration for designers seeking to create unique and authentic products. Thus, folk art not only reflects cultural roots, but also has a significant influence on modern design solutions, enriching them with its forms and motifs.

"The essence of design is its primordiality"

As a child, I once created a sculpture out of reeds. I lived near a small swamp and decided to install my creation there. I was attending art school at the time, and I found the activity interesting. However, the next day, my sculpture was gone—apparently, someone saw it as unwanted trash and threw it away. Now I realize that this was an instinctive manifestation of the design approach of a person who, at that time, did not yet possess specialized knowledge in this field.

Alexander Semenov, an art historian who teaches at the Stieglitz Academy and is the author of the Telegram channels "Russian Camembert" and "Enema of Romanticism," talks about reeds.

His fascination with vernacular architecture and urban planning began in 2015, when he began searching for unique authorial concepts for his book dedicated to furniture design in the Soviet Union.

I discovered a project by Irina Luchkova and Alexander Sikachev, developed for an exhibition in Moscow in 1975. They presented a concept called "MebAr," which allowed, for example, to create structures from chipboard scraps that could transform space. The designers' idea was upcycling—they envisioned people assembling these elements from a wide variety of materials.

I really admire their approach—they chose to present a project at a large-scale all-Union exhibition aimed at ordinary people who had been waiting for their furniture for years.

Then I delved into Sikachev's work and discovered that he is a truly unique figure—an opposition figure in the design world, similar to Viktor Papanek, but with Russian roots. Even during the Soviet period, he advocated for upcycling and recycling. His ideals were embodied in the house he began building in the Moscow region, using whatever materials were at hand: broken tiles, various bottles, and used printer cartridges.

I became interested in the topic of architecture and art, and I began traveling in search of unique objects. In the process, I collected people's stories, learning how they create their works and what inspires them.

In my opinion, ZhEK art is an expression of the freedom that we so lack, a kind of libertarianism. This summer, I gave a lecture about my love for ZhEK art at Strelka, and a group of hipsters sat in front of me. I asked them: "Who among you, let's say, would dare to plant at least a flower under the windows, even if not a swan?" There was no answer. Everyone was concerned about the possibility of hearing: "It's illegal." At the same time, there are people who simply take and tidy up their yards, and here it's not the style that matters, but what they do.

Alexander Semenov

The art researcher considers ZhEK art as "absolute design," even as a precursor to modern design. Just as ancient people processed stones to create tools, products in this style have their own differences, but are also similar to each other. The same is true for swans and other figurines made from car tires: there is an obvious logic of cutting and layering that is followed by folk craftsmen, as well as an emphasis on reusing materials.

Terrible Ugliness and Incredible Beauty

During her second year at the HSE School of Design, multimedia designer Polina Sokolova was faced with the need to choose a topic for her research. Students were asked to consider various visual phenomena. Polina without hesitation settled on housing office art.

My favorite city is Voskresensk, located in the Moscow region. Every time I headed to the commuter train to get to university in Moscow, I noticed various aspects of housing office work in the courtyards.

It has always been close to me, and it continues to be. It's simply amazing! I've often wondered who creates these amazing sculptures, for what purpose, and for what reasons.

Polina Sokolova

Polina completed her research with a book titled "How to Perceive Housing and Utilities Art?", which became one of the first works on this topic in Russia. She raised funds for the first print run through a crowdfunding platform.

The book focuses on the key question the author attempts to answer: is housing and utilities art art, whether outsider or otherwise, art? In the process of analysis, she comes to the conclusion that this is possible, but with certain reservations.

ZHEK art can be perceived as a type of outsider art or street art. However, its integration into contemporary and street art places this genre in a vulnerable position, creating the preconditions for its further institutionalization and commercialization, which is already evident to a certain extent. Outsider artists are individuals who create their works for themselves and their immediate circles, often unaware of their role as artists until their work receives recognition from experts who confirm that these creations can be classified as art. Based on this concept, it can be argued that housing and office art belongs more to the socio-cultural sphere, although it is close to such movements as public art, street art, and art brut, at least until it or its individual representatives receive the attention of art world professionals. This is also confirmed by the fact that some artists working in the format of housing and communal services art are often not familiar with the very concept of "housing and communal services art" and do not consider themselves artists.

Unfortunately, I cannot provide the text from Polina Sokolova's book "How to Perceive Housing and Communal Services Art?" However, I can help with the analysis or discussion of the content if you have specific questions.

Alexander Semenov supports Polina's point of view, arguing that only that which is officially designated as art can be considered art. At the same time, the "zhekt" (housing and office) art found in courtyards is often not perceived by people as art. Rather, it is viewed as an element of decor or design.

Professional artists who work with the image of swans in their works pursue completely different goals. They do not focus on the appearance of the sculptures, but strive to imbue these objects with new meanings. For such creators, aesthetics is not more important than the opportunity to deeply understand and interpret.

Many artists have probably encountered the thought, "This is terribly ugly." I myself trained as a designer and I understand perfectly well that for several years you are instilled with an aversion to such things. However, if you approach this from a researcher's point of view, as I do, you begin to perceive such objects as elements of culture. Even if they do not evoke aesthetic pleasure, these "swans" become an object of interest for you.

Alexander Semenov

ZhEK art in art

Perhaps the most famous project that reflected the influence of ZhEK art on the artist's work is the exhibition "6 Fears". This project belongs to the architect and designer Harry Nureyev, who is also the founder of Crosby Studios. The exhibition took place in 2018 at the American museum of modern art Dallas Contemporary.

The main element of this exhibition was an impressive purple carousel equipped with six seats. It was created based on the metal "rides" that can still be seen in the courtyards of Russian cities. Next to the carousel, the designer presented an installation consisting of rubber swans painted purple, black, and white, which was reminiscent of the Terracotta Army.

The composition reflected internal human fears associated with oppression, the impact of technology, the urban environment, and human foibles. It also expressed fears of loneliness and anxiety about one's own self.

This is true art: swans created from car tires are a perfect example of upcycling, which appeared long before we knew the term "upcycling" itself. These amazing figures were carved by residents of small towns and industrial centers of Russia in search of beauty in the gray surrounding reality.

One of the reasons for their uniqueness and beauty is that they were created by people with little experience in art. I have always been impressed by folk art. I was fortunate to have my solo exhibition in Dallas at an art fair, where I filled three hundred square meters of space with images of swans, thus trying to draw attention to the undervalued nature of this art.

Harry Nureyev

That same year, another project dedicated to swans was presented by the creative duo from Helsinki, Alexandra and Pavel Rotz. Their collaborative work is known as SASHAPASHA.

An exhibition dedicated to the memory of the Gulag was held in Vladivostok and several other cities. Black birds made from car tires served as a symbol of grief: according to the artists' concept, they "flew" to the Far Eastern coast, where they would take on a special form and disappear in flames. Indeed, Sasha and Pasha actually burned their works.

Housing and communal services art in design

Swans serve as a source of inspiration not only for creative people, such as artists, but also for designers. An example is the corporate identity of the socio-political project "Native Land", which aims to support local residents in improving their yards. In 2021, the visual identity of this project was developed by specialists from the Mojo studio.

The team began work based on the logo concept. The client tasked them with creating a design that would primarily correspond to modern trends in order to attract young people willing to become volunteers. At the same time, it was necessary to take into account the interests of an older audience, especially people over 45, so that the logo would remain understandable to them. In addition, the client expressed a desire for the logo to have an ironic tone that could soften the seriousness and pathos of the project name. The initiators emphasized that they did not want to be associated with the image of "traditional Cossacks in papakhas."

It was also necessary for the brand logo to be able to integrate ethnic motifs reflecting ties to specific regions of Russia. It is important that the logo remains legible and aesthetically pleasing across multiple platforms.

The design team developed three alternative logo options:

• the letter "P", designed as a sprout and becoming the first in the project's name;
• a square containing the outlines of two buildings: one residential building and one government agency;
• a sphere with an image of nature inside.

None of the proposed options suited the client. In response, the designers decided to present him with a version that could be described as "so unsuccessful that it has its own charm." As a result, the logo was a silhouette of a swan made from a car tire, and the name of the project was created from scratch.

An average Russian between the ages of 20 and 25 spent their childhood in courtyards where flowers bloomed in tires, old plush toys hung in trees, and tires were transformed into swans. The "Rodnaya Zemlya" project was created for people and about people, representing those who grew up and continue to live in similar conditions.

The swan, created from car tires, symbolizes the sad state of urban planning in Russia and serves as an element of self-irony for the "Rodnaya Zemlya" project. This logo is a reminder of the problems we face. We ridicule that nostalgia for bright, but not so beloved times. Our swan is equally present in such places as Moscow, Tatarstan, Chuvashia, and Omsk. It fits easily into any culture, while irony takes on new nuances.

Mojo Studio

The designers opted for a bright blue color, which evokes associations with the sky and water, as well as black, traditionally associated with the color of tires. However, the logo can be made in other color options.

The corporate style developed the concept of the logo, adding new elements to it. In particular, the motifs for the pattern were based on images typical of courtyards in post-Soviet cities.

The team of the creative agency "Golden Tigers of Russia", drawing inspiration from the images of swans, decided to go a step further and this year launched an online museum dedicated to housing office art.

The museum is divided into several sections, one of which is the "Bestiary". This part contains famous characters familiar to many from Russian courtyards. Here you can meet such heroes as Shinolebedi, Fly Agarics placed in basins, and a Pig made from a five-liter bottle. For each of these characters, the museum developed unique characteristics and determined their social status.

In the interactive museum, visitors are given the opportunity to create unique housing and communal services art objects using the provided "spare parts". These works can be placed either on a pre-prepared background, for example, on Red Square, or on any other photograph of your choice.

The museum also offers the opportunity to learn about the theory of housing and communal services art, including nine factors that contributed to its emergence, and to learn the stories of four artists from Moscow, Ryazan, and Vyborg who practice this fascinating art.

Housing and communal services art is an integral part of Russian identity, and condemning it expresses a rejection of one of the facets of our unique culture.

We firmly believe that every initiative aimed at making the world around us more beautiful, kind, and humane deserves our sincere gratitude.

The field of housing and communal services art is carried out by wonderful people all over the country, and most often these are women who strive to add a little warmth and humanity to everyday life.

The authors of the Housing and Communal Services Art Museum.

In September, the Creative Tigers of Russia team was awarded the G8 Festival of Creative Industries award in the Website Design category for their project, the museum Housing office art.

By the time the ZhEK-art museum was launched, comic book artist and artist Artem Bizyaev had created a fascinating Lego set. He depicted a typical courtyard that can be found near panel houses, assembled as if from construction set pieces, with an image of a swan, flower beds and a temple assembled from car tires.

In the comments to the publication on social networks, users express regret that this set cannot be purchased. They suggest the author add an image of an air conditioner and a balcony with random glazing to the building's façade to complete the composition of the painting.

Artem didn't stop at creating this virtual set. As part of his project oleg.legov, he has long been developing construction sets inspired by famous aspects of Russian history and culture. Among his creations are a hut on chicken legs where Baba Yaga lives, the Vostok-1 spacecraft with Yuri Gagarin on board, an apartment from the famous show "33 Square Meters," and a studio for the TV show "Field of Miracles."

Reasons for the growing popularity of housing office art

Despite the ban on decorating urban spaces with sculptures and flower beds made from car tires, interest in housing office art continues to gain popularity. This hobby is spreading even to those who have never created fly agarics from enamel basins. There are various reasons that explain this phenomenon.

Certainly, interest in this topic is growing. What is the reason for this now? Probably, the reason is that during the pandemic, people began to notice the world around them more, and also began to travel more actively within Russia.

Recently, we are increasingly attracted to stories about ordinary people, similar to us. This is exactly what ZhEK-art talks about - about people's lives.

Polina Sokolova

From 2008 to 2009, according to my observations, there was significant interest in modernism. This topic attracted the attention of many. Modernism is always associated with ordering, with the desire to put everything on the shelves, to understand the causes and effects. Nowadays, people crave something fresh, something extraordinary, something that offers the opportunity for play, and folk art provides this opportunity.

In the postmodern era, folk art strives to free itself from rigid norms and prescriptions, emphasizing individual personalities. Modernists often ask, "Why is this necessary?" Postmodernism, however, seeks no answers, suggesting the possibility of things existing simply because they exist, based on the personal impulses of their creator, who can answer, "Why not?" In this context, the growing interest in the theme of housing office art seems entirely natural. It seems that society is tired of elite manifestations and strives to understand and appreciate folk art, local initiatives coming from ordinary people.

Alexander Semenov