Ready-to-be-made is like cloning an entrepeneur with Schroedinger’s cat. Print-on-demand platforms like Redbubble create images of fictive objects, which exist and doesn’t exist at the same time. Their transformation from virtual to real depends on the currency, on the transfer of money, the oxygene and dungeon of the contemporary society, from a consumer to the owner of the entrepeneurship. None of them seems to care, how much their transaction adds to climate changes.
Marcel Duchamps Fountain was in 2004 selected as “the most influential artwork of the 20th century” by 500 renowned artists and historians. It is best know of readymades, found objects which he chose and presented as art. Duchamp was not interested in what he called “retinal art” – art that was only visual – and sought other methods of expression. Readymades were meant as an antidote to retinal art. The idea was to question the very notion of Art, and the adoration of art, which Duchamp found “unnecessary”. Breton and Éluard described them as “an ordinary object elevated to the dignity of a work of art by the mere choice of an artist.”
The term readymade was commonly used in the United States to describe manufactured items to distinguish them from handmade goods. 100 years later, Teo Spiller described Lev Manovich’s concept of an object, created and delivered at a distance, as a ready-to-be-made.
The most famous readymade, Duchamp’s Fountain, was released in 1917, during the absurd World war I slaughtering. 100 years later, Teo Spiler launched his ready-to-be-made objects, arguing that Duchamp at that time pissed on art, while today we are all pissing on the future of our Planet. Ready-to-be-made objects are what Lev Manovich in his Language of new media calls “on demand created and delivered objects”. Contrary to the entrepeneur paradigm, which populate every corner of our society, are ready-to-be-made objects not meant to be made. They are valuable as long as they remain ideas in the virtual space, but become an environmental issue, as soon as someone would buy them. Because as long as we produce energy from fossil fuels, every production and distribution ads to climate changes.