Artificial lights surround an artificial structure. The key component being man made, for man’s use, these places are not there by accident. Without our cars and trucks convenient places to fill up our petrol or gas would not need to exist, and their existence would not need to be known. The beaming light from a petrol station advertisement board, unnamed, you could say Un-titled. Without our own existence we do not need to advertise, anything. Our needs and existence require us to spend our money, invest our time and produce and consume products. These help us remain our existence. The key component is exists.
Much like the time we have spent on the earth, the photographs tend to collect time until it becomes too much to bear. The meaning itself remains to exist, and we are left with a blank slate. Here, the billboard takes a different shape and intention – its technology out runs its communication. There is nothing to see at all.
Without this signage company property becomes nameless, free from branding and identity. We know nothing of what they produce and therefore cannot consume it. In Bastiaan’s world the sites just exist without presence, without commanding their claim on the land. The sites could be empty, to let. They could be meaningless, as they offer nothing for us to read, to consume. The consumption is the primary target of these sites, and the business this invites becomes its aim, it justifies its existence. The structure of the advertising space and branding is restricted to a box of luminous light projecting the logo, message and aim. Their light so piercing it scorches the edges when they no longer display anything, never aloud to escape the confines of the frame, never allowed to leave.
The disposable nature of the ideas placed in these led squares and rectangles move and change depending on who is funding their life. When they are left entirely alone, when business dries up, they take on a lonely way of life. For it is us that created them and we can neglect them and leave them to rust, to crumble, to ultimately fall. It is down to the transient nature of someone renting them out, draining their resources and moving on when people do not pass there anymore. Their smiles are always glistening, inviting and seducing travelers, regulars and outsiders to visit the building behind. They are deceitful and do not care for ethics. This is because they are have no consciousness, they do not breathe, they do not consider what’s on show, they have no ethics because we created them for our use to spot our consumption from the side of the road. They will agree with anybody and anything, revolving at times with contradicting messages, views and general outlook. We made them to be used.
Now, looking at these sites without a name raises a question of their structure. Without bold slogans slapped across our cheeks they are non impressionable. They merely pass us by. Without content they are just structures waiting for a name, waiting to serve our needs.
The anonymity, as a result, leaves us studying the architecture instead. The structure comes to focus and other details detract from our view. We get a chance to see what we were never able to notice. The bold, blank and perfect rectangles, narrow or wide, present absolutely nothing. Whether or not we consider the content is all down to the individual. This leaves each reading, each view of the series, Un-titled, completely unique. For one it raises questions that another might not fathom. What ultimately says nothing, says everything about us. About our need to consume, be notified of new things to consume and how we get on in daily life - how we equip ourselves for survival.