“Experiment 1, 32:58” is a conceptual graphic project developed by CCarta for the Brazilian tech wear brand Insider.
“Experiment 1, 32:58” is a graphic art and research project developed by CCarta to mark the 9th anniversary of the tech wear brand Insider. Inspired by the works of conceptual artist Hans Haacke and the theories of Jack Burnham—pioneers in recognizing that not only objects, but scientific systems can be forms of artistic expression.
For 32 minutes and 58 seconds—the time at which the participant himself ended the experiment—the heart rate and thermal sensations of a user wearing an Insider T-shirt were monitored.
This data gave rise to minimalist visual compositions that, rather than representing an object, reveal a process: the dynamic balance between body, technology, and environment.
The research on “Systems Aesthetics”
Insider’s positioning—its minimalist identity and its value proposition rooted in techno-scientific development—led us to the work of Hans Haacke, a German artist whose artistic practice is grounded in science, technology, and the human body, and in how these elements can interact in a “minimalist” yet, at the same time, conceptually powerful way. Thus, the project begins as an investigation into this artist and his era in art history.
His Condensation Cube (1963–5) was the focus of the research. The work consists of a hermetically sealed transparent acrylic cube; inside, there is a small amount of distilled water, but the artwork is not the acrylic or the water, but rather the physical cycle occurring within it.
The thermal interaction between the environment and the viewer generates continuous evaporation and condensation, transforming the cube’s walls into a dynamic surface of precipitation, making the laws of thermodynamics and the interdependence between the object and its surroundings visible. This type of art, theorized in the 1960s, was called “Systems Aesthetics.” In it, the artist ceases to be a craftsman of forms and becomes a programmer of processes—their expression is a system, not an object, such as a painting or sculpture.
We believe this aligns directly with Insider’s positioning, a brand that leverages proprietary technology and systems as both a creative (brand aesthetic) and strategic (value proposition) asset.
More specifically, Hans Haacke’s art explores the biological balance of organisms and their elements (homeostasis), a concept that resonates directly with Insider’s products, which are designed to provide physiological balance and harmony for the user. “Experiment 1, 32:58.” engage with this principle.
One of us wore an Insider T-shirt, and with the help of a smartwatch, we recorded the user’s physiological data. We monitored heart rate (HRV—heart rate variability) and created a self-assessment system for physical variables during the experiment (we called it ERU—User-Reported Experiences) so that the user could record perceptions regarding their level of body awareness, comfort, and other aspects.
CREDITS
Design & Research:
CCarta (Enzo Carrieri, Erik Gütschow)
Client:
Insider Store (Laura Grisotto, Samira Figueiredo)
References:
“Caroline A. Jones on Jack Burnham’s ‘Systems Esthetics’.” Artforum.
“All Systems Go: Recovering Hans Haacke’s Systems Aesthetics.” Grey Room.