Events Archive

  • Zero Moment of Truth in
    'The Bear Pit'
    Jennifer Chan, Jaakko Pallasvuo
    and Ilja Karilampi
  • 19 September 2015, 6.00pm to 8.00pm
  • FPG Gallery 1

‘Zero Moment of Truth’, a marketing term, refers to the behaviour of potential customers who have a question, need or interest. This moment is followed by the customer undertaking a period of research, comparison and awareness, as a means to decide upon which action may next be taken. ‘The First Moment of Truth’ is the point at which a product is purchased, or a decision made.

Being ‘interested’ in something positions us between these two points. A half-knowledge, initiated by curiosity, is sustained through indecision, non-commitment or dissatisfaction with the options.

For their residency at Focal Point Gallery, MEXICO will develop their current method of programming to investigate the points at which something becomes ‘interesting’, and the activity which satiates that moment. At what points can we plot our investment in something peaking and troughing? Why should interest be converted into another action?

A group of artists, including Jennifer Chan, Jaakko Pallasvuo and Ilja Karilampi, who have consistently been referred to throughout MEXICO’s activity, although not directly shown before, will contribute to a series of works which will change over the duration of ‘The Bear Pit’ residency. Alongside this, a further group of artists and producers will act as a wider research group, feeding into the project remotely with material, opinions and ideas.

'The Bear Pit' is designed by Focal Point Gallery and this event is curated by MEXICO, Leeds