Scholars' Association News
Issue 27
August 2013


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The Greek Monsters of Beetroot travel to New York
By Io Paschou

The Onassis Affiliate Foundation in New York will host the exhibition of the Beetroot Design Group, a visual communication and branding agency, entitled The Misunderstood Monsters of Greek Mythology. The exhibition opened its doors last year to Greek visitors at the Benaki Museum and the Macedonian Museum of Contemporary Art; it consisted of installations, three-dimensional sculptures and digital 'invisible' monsters which become visible, are completed or are brought to life with the use of smart electronic devices such as tablets and smartphones.

The exhibition was created in light of the Beetroot Design Group being awarded the highest distinction worldwide in the field of communication design (Red Dot Agency of the Year) and is presented for the first time in New York with the support of the Onassis Foundation. The exhibits serve on a primary level as modern works of art based on Greek mythology, and on a secondary level as an excuse to introduce the constituents of creation and development. Our mythology is re-examined under the spectrum of substance behind its fictional cover and re-establishes its position in the heritage of the Western civilization.

With its Greek monsters, Beetroot attempts to reverse – with humour – the negative socio-economic image of modern Greece abroad, while presenting global key philosophical stands and practices of modern design. The Greek monsters are used with dual meaning, both as perpetrators and victims, and ultimately as contemporary symbols against racism, generalization and exclusion, while at the same time representing the principles of creativity. A delightful exhibition which subverts the stereotypes.

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