Experiment 1, 32:58 - Insider Store
“Experiment 1, 32:58” is a conceptual graphic art and artistic research project developed by CCarta for the 9 year birthday of the Brazilian tech wear brand Insider. Insider’s positioning—its minimalist identity and its value proposition rooted in techno-scientific development—led us to the work of Hans Haacke, a German artist whose artistic practice is grounded in science, technology, and the human body, and in how these elements can interact in a “minimalist” yet, at the same time, conceptually powerful way.
The project transforms real bodily data into visual aesthetics. It is inspired by the works of conceptual artist Hans Haacke and the theories of Jack Burnham, pioneers in recognizing that not only objects, but also scientific systems, can function as forms of artistic expression.
For 32 minutes and 58 seconds — the moment at which the participant chose to end the experiment — heart rate and thermal sensations were monitored while the user wore an Insider t-shirt. This data generated minimalist visual compositions that, rather than representing an object, reveal a process: the dynamic balance between body, technology, and environment.
CD: Enzo V. Carrieri, Erik Gütschow
D: Enzo V. Carrieri, Erik Gütschow
Strategy: Erik Gütschow
“Experiment 1, 32:58” is a conceptual graphic art and artistic research project developed by CCarta for the 9 year birthday of the Brazilian tech wear brand Insider. Insider’s positioning—its minimalist identity and its value proposition rooted in techno-scientific development—led us to the work of Hans Haacke, a German artist whose artistic practice is grounded in science, technology, and the human body, and in how these elements can interact in a “minimalist” yet, at the same time, conceptually powerful way.
The project transforms real bodily data into visual aesthetics. It is inspired by the works of conceptual artist Hans Haacke and the theories of Jack Burnham, pioneers in recognizing that not only objects, but also scientific systems, can function as forms of artistic expression.
For 32 minutes and 58 seconds — the moment at which the participant chose to end the experiment — heart rate and thermal sensations were monitored while the user wore an Insider t-shirt. This data generated minimalist visual compositions that, rather than representing an object, reveal a process: the dynamic balance between body, technology, and environment.
CD: Enzo V. Carrieri, Erik Gütschow
D: Enzo V. Carrieri, Erik Gütschow
Strategy: Erik Gütschow
@CCarta @April 2026
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