The Wisconsin Project: Commercial Street

8.2.14

Serendipity Storage, Appleton, WI

Serendipity Storage LLC, 319 East Commercial Street, Appleton, Wisconsin, May 2013
© J. Shimon & J. Lindeman

Spotted on a spring bike ride, the Serendipity Storage facility in Appleton is described online as: "Categorized under Household and Commercial Storage, our records show it was established in 1995 and incorporated in Wisconsin, current estimates show this company has an annual revenue of $180,000 and employs a staff of approximately 3." Shopping for appliances and furniture in 2011, we checked Craigslist where we found people liquidating items they'd found in a storage space they bought. A&E premiered the reality TV show Storage Wars in December 2010 thus indicating some advanced stage consumerism side-effect where ordinary people paid monthly rent to store material possessions they would ultimately lose.

THE WISCONSIN PROJECT

Our research-driven Wisconsin Project contemplates the rooted-ness and state-of-mind resulting from inhabiting a single place, our native Wisconsin, for a long time. Through critiquing postcard views both made and found, we learn a great deal about past and present Wisconsin. We began making postcard views of the places immediately around our studio and on our drives around Wisconsin in about 2008. We use the vintage postcard film format and print the cards in palladium and cyanotype. By communicating details of a specific place, seeming to register only marginally on the national radar, the project seeks to bring audiences into a Wisconsin mental space. Some in the art world would argue that the Midwest, particularly Wisconsin, makes for banal “fly over” subject matter. Our project challenges that by finding meaning in the ordinary and inviting audiences to examine, dialog, and reflect on the particular emotional quality of the idiosyncrasies of place and the perceptions of those both inside and outside of it. Sometimes distant memories are involved and a longing for a time now gone. Wisconsin’s glacier inflected landscape and proximity to the Great Lakes creates an exotic arena for living that informs our project. The life cycle plays out and rural and urban ruins serve as monuments to existences as people, places, and ideas surface then vanish. Ultimately, we aim to grapple with complex perceptions of Wisconsin ranging from nostalgic, romantic, and idealized--as depicted on myriad real photo postcard and standard tourist postcards--to mysterious, dark, and Gothic as conveyed in works of art and literature such as Michael Lesy's "Wisconsin Death Trip" book and Werner Herzog's "Stroszek" film. The project culminated in a residency with workshops and community collaborations and the installation "We Go From Where We Know" at the John Michael Kohler Arts Center 10.13.2013-3.7.2014 and later the Harvestore Bandshell for Fermentation Fest in 10.2014. The blog continues the exploration of postcards.