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Flowerfields Flowerfields

Experience the special stories of eight flowers and their medicinal qualities

Flowerfields
Brief

Amsterdam UMC's contemporary art collection enhances its public spaces, creating a welcoming environment. One example is ‘Flowerfields’ by artist Elspeth Diederix, featuring photographic landscapes for nursing ward lounges that integrate flowers related to medical specialties.

Approach

To make this powerful project accessible for a broader public, we searched for ways to document it. After an elaborate research phase, we decided to create a format where the portrayed flowers are literally given their own voice. The concept of an online storytelling platform was born. The eight flowers tell surprising stories about their medical qualities and other uses. Within tailormade ‘animated podcasts’, the narrative comes to life through text, audio and images – adding an extra layer to the photography. This highly engaging format creates special connections between art, literature, history, science and healthcare.

The result is a bilingual platform, which is accessible to everyone – both inside and outside the Amsterdam UMC. The project was shaped in such a way that the framework can also be used for future art projects.

Client:
Amsterdam UMC Kunstzaken
Year:
2021-2022
Curator:
Sabrina Kamstra, Menno Dudok van Heel
Texts:
Maartje Knepper
Translation:
VU vertaalcentrum
Development:
Studio divv, Yannick Gregoire
Audio:
Studio Wild
Film production:
Mals Media
Visit the website:
www.amsterdamumcflowerfields.nl/en/