Live a day #283

Iurum (b.1971)   life in ice cream 'SWEETCH' is a compound word of 'SWEET' meaning 'sweet' and 'SWITCH' meaning 'conversion', meaning 'switching to sweetness'. This means a positive transformation of the latent idea image, that is, a positive reconstruction of memory. This refers to positively reconstructing the anxious and dark memories latent inside, using 'SWEETCH', a gustatory object reminiscent of the sweet taste that gave me happiness as a child. In other words, it is to bring out negative latent memories or the past, which is continuously created and passed, one by one and summoned them to happiness. The latent memories of these negative emotions, that is, negative ideological images, are not just sorrow and pain caused by traumatic events, but also include ordinary daily anxiety from the uncertain life of a finite human being. Ice cream is a gustatory object that evokes a sweet feeling of happiness and brings out a positive conceptual image, and the human miniatures in the ice cream are elements that symbolize a fragile life in a finite life, including anxiety, sadness, and fear. When these two meanings are perceived at the same time, Proust signification takes place and inverse conditions are naturally formed therein, and the conversion into a sweet and positive idea image, that is, ‘SWEETCH’ takes place. It is to summon happiness by putting the anxious daily life of a human in sweet ice cream.