The Foam Cloud project consists of three “clouds of light” located at three different points of the exhibition space at the Photography Museum of Amsterdam (FOAM). The proposal simultaneously responds to a need and an opportunity: on the one hand, the need to work with a very limited budget; secondly, the opportunity to engage with a large number of pedestrians passing by the museum every day.
The economic limitation is satisfied by reusing 42 fluorescent lamps found in the warehouses of the museum. We set ourselves the challenge of using these as the sole material to create the work, thus reducing the installation costs to zero. The second component to the design, the interaction with pedestrians, would become essential. At first glance, the design of the “clouds” seems chaotic, arbitrary and random. However, the position of the lights is actually quite precise and exclusive. By facing one of the objects from a unique external point of view (marked on the pavement of the street), the name of the museum – FOAM – is drawn in the air. The movement of the pedestrian means finding or losing this vantage point of view, establishing a fun visual play between the indoor installation and the exterior observer and thus, between the museum and its potential visitor.