BRANDSCAPES | Mysite 1

Stage four, Plan number 160039, 2012 From flight 2 @ 72 meters Longitude: 41.454888° S Latitude: 147

House 1 Marion Avenue, Newstead, Tasmania, 2012 From flight 3 @ 60 meters Longitude: 41.50310° S Lat

Intersection, 2012 Plan number 160039, Stages 2,3,4 From flight 3 @ 60 meters Longitude: 41.50310° S

Cul- de- sac, 2012 Plan number 160039, Stage three Lot 5, 1263m2, From flight 1 @ 121 meters Longit

Sign, 2012 Plan number 160039, Lot 16, Stage 2, 656m2 From flight 2 @ 72 meters Longitude: 41.454888

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Brandscapes

Brandscapes is a photographic inquiry drawing on my own personal experience of 20 years in real estate and digital photography to record and reference new technologies. The availability of geospatial visualization information technologies such as Google earth has changed the way buyers approach prospective home sites. Previously perspective purchasers would walk over a site, now they mostly engage in screen-based technology prior to on-site inspection.

The aerial view offers the intrigue and pleasure of an alternative perspective from the eye level. Buyers can have an extended view of relationships between the site and other geographical features, assisting in the cognitive process of decision making. The imagined situating of the self in a home begins as purchasers simulate their occupation through registering and interpreting the surface of the earth from above. This extends as the home is projected beyond functionality to become a site for potential brandscapes to enhance the purchases status and manage their own public image and impressions.

The photographs in this exhibition reference these processes occurring in the aerial viewing of house sites. All imagery was taken at Eastman’s Green in Launceston, a new subdivision undergoing aesthetic modification and grooming ready for new ownership. Titles refer to GPS coordinates, distances and the psychological processes of occupation of a site. The project explores the authority of the aerial view and question where the potentiality of ‘home’ begins.

The artist wishes to acknowledge and thank pilot, Tim Scott from Choppercam for his assistance in this project. www.choppercam.com.au