Going OFFF in Barcelona
Boring, predictable, uninspiring, these are the first words that come to mind when I think about the inspiration I'm served in online algorithm hell.
At the end of 2018, I challenged myself to make a change and break out of the dark depths of mediocre inspiration. The solution was to shut the laptop and leave all devices behind. To go out into the real world to be inspired by the lives and creations of others.
In search of answers and new solutions, I looked into my past. Growing up in the UK, only an hour away from London, meant I could easily indulge and visit places like The National Gallery, The V&A and Tate Modern. I was fortunate to see influential artists of the past like Monet, Picasso, and Van Gough as well as a plethora of modern and contemporary artists like Warhol, Rothco, and Riley. The bubbling culture and ever-evolving environment of a city like London meant the latest trends were always on display. Back then, dropping in on typography and photography exhibitions was a common way to find inspiration in the flesh.
After a decade of attending conferences across North America, it was time to head back to the place that made me fall in love with design: Europe. The place has an abundance of inspiration without even needing to visit a conference. But when I stumbled across OFFF, which would be happening for the 19th time in Barcelona, in April, I knew this was the perfect excuse to revisit and head back across the pond. To really make the most of my trip, I made a quick stop in London. There, my Dad and I revisited the places where modern and classic masterpieces offer up algorithm-free inspiration. After a mandatory trip to the pub, I was off to discover new inspiration in the stunning Catalan city of Barcelona.
The build-up to OFFF was intoxicating: the teasing of guest speakers, events, and the stunning creative presenting the 2019 OFFFterlife campaign got me stoked for my trip. From the start, the conference did not disappoint. The venue itself, the Design Museum of Barcelona, was set an inspirational scene.
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Day one started with a vibe of excitement and anticipation as creatives from around the world gathered to speak, share, and absorb insights and learnings from a multitude of industries. From AI assisted digital graphics to large-scale mural paintings and a Kickstarter Crowdsorceress to light and sound interactive experiences, it was impossible not to be inspired.
A consistent message I heard from the majority of speakers was that a toxic online environment can easily stifle inspiration. Social media can be a wonderful tool but should be used wisely and should not become the be-all and end-all when we're looking for creative inspiration. Algorithms have begun to curate what we look at, showing us what they think we want to see, but how can we be inspired to explore new creative directions when we’re forced to live through a repeating dream?
Close your laptop and open your eyes, there is inspiration in every direction, you just need to relearn how to look with your own eyes and curiosity. I’ve been fighting against the lure of data and constant online access, myself. Even now, with my shiny new iPhone X, I consciously choose when to turn it on, to stop me from being sucked into the vortex of predictability.
Listening to speakers like Ben Johnston and Art & Graft talk about their ‘passion projects’ made me realize this is, and has been, missing for a long time in my life. I used to design for fun; nothing specific, no brief, just to let my creativity out. One outlet for this was photography. A very good friend of mine introduced me to Instagram over 5 years ago now, it gave me freedom to shoot and share what I saw. Over time, however, the pressure to post better and better images, to try and gain more likes and in turn more followers became overwhelming. During OFFF I repeatedly heard how Instagram consumes people, and instead of making them be more creative it ends up sucking the life out of them. Hearing this from my fellow professionals made me realize it’s also done the same to me.
The Apps originally created to bring our creative community together have simply become monetized as a business tool. Instead of a like actually coming from someone who shares your passion, it's too often just a bot, a brand, or simply someone trying to gain another follower.
If there’s one key learning I return to Canada with from OFFF it’s that yes, technology can help, engage, and inspire, but it can also consume, overwhelm, and simply take you down the road it wants to follow. We should all be looking to find our own way.
I believe my future can be full of bright and refreshing inspiration, I just need to step away from my screens to find it.
