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ALEKSANDAR MAĆAŠEV / BOOK
PRINT / SCREEN / PAINT / SPACE

GoiNG iN foR ThE KiLL
By Steven Heller

steven heller was an art director at the New York Times for 33 years. He is the author of over 100 books on design and popular culture, and he is the co-chair of the MFA Designer as Author program at the School of Visual Arts in New York. He received AIGA Medal for Lifetime Achievement in 1999. www.hellerbooks.com

i became aware of aleksandar macasev when I was introduced to The Joseph Goebbels™ project. I was both seduced and appalled. Was this the Dr. Frankenstein who took the brain of the evil propagandist, Herr Geobbels and joined it to the body of conceptual satire? In fact, the project was a multimedia attack on the information and disinformation glut that used the infamous Nazi minister of mind-control and socalled enlightenment as its poster child. Dredging up the Nazi past is always charged, but plastering Belgrade’s streets with posters featuring Goebbels was asking for trouble. Macasev, who was graduated from the faculty of architecture, University of Belgrade, in 1998 and teaches interactive design at the BK Academy of Arts in Belgrade, understood the issues raised and the responses received. He is no wanton gag-maker, his work is a marriage of wit and savvy, anger and skepticism. In a 2006 interview I asked him, “Why didn’t you base your iconic image on Hitler himself?” “Joseph Goebbels was the media mastermind, not Hitler,” he said about ultimate opportunist. “He was a left-wing (almost Communist) activist at the beginning. Realizing that he didn’t need a weathervane to tell which way the wind was blowing, he switched to a much more plausible option: the fascist one. And he was a totally non-Aryan type: crippled, refused from the army service, black-haired and brown-eyed. But he had a hypnotizing voice of a messiah–spooky, but fascinating. You can easily recognize the type in many of today’s politicians and media personas.” This was the response of someone who has done his homework — who understood and could manipulate word and image for best advantage. “But,” I asked, “doesn’t this project run the risk of making a villain into a hero?” “Part of the point is that I can create a heroic icon out of a villain,” he explained, “by using the power of an iconic advertising image. You place a convincing huge outdoor image in front of the masses, presented in the form of a positive campaign, and people are likely to perceive the image as heroic. But I think the majority of the people who saw the campaign still perceived him as a villain. My attitude in the whole project was to avoid dichotomies: villain-hero, truth-lie, good-bad ? I am just offering imagery and a broad statement. Joseph Goebbels is much more about the Joseph-Goebbels state of media culture and not about the man himself.” I have to say, as much as I try to avoid making Nazis the symbol of anything but evil, I believe Macasev is not just flagrantly playing with matches. His work may have shock value — indeed it may ignite some fires in the mind (and elsewhere), but his work is an expression of cynicism and hope. It is the audience’s job to determine which is which. As an explanation of his motives, Macasev told me: “The power of the media is such that people often believe what they are told. That’s the power of media. You cannot see with your own eyes or experience personally every single detail about some news that you have heard or seen. In theory, you can choose to believe in it or not by using your common sense. My message is that there is no truth or lie. Everything is just a story or a message and you can choose to believe in it or accept it. Healthy skepticism for a healthier life.” And yet there are dichotomies in Macasev’s work — or at least profound contrasts. Page after page of this book is peppered with ideas, but an idea alone is nothing without a means of communicating it. On one level, this book is a real beauty, a model of good design. But that’s the big lie (as Goebbels would say) of Macasev’s strategy. Make it pretty, seduce the prey, then go in for the kill.

BACANJE NA PLEN
Stiven Heler

stiven heler je 33 godine radio kao art direktor lista “New York Times”. Autor je preko 100 knjiga o dizajnu i popularnoj kulturi, a trenutno je na poziciji potpredsednika master programa ”Dizajner kao autor” na School of Visual Arts u Njujorku. Dobitnik je AIGA medalje za životno delo 1999. godine. www.hellerbooks.com

za aleksandra maćaševa sam saznao kada sam se susreo s njegovim projektom Joseph Goebbels™. Bio sam istovremeno zaveden i zgrožen. Da li je u pitanju doktor Frankenštajn koji je uzeo mozak zlog propagandiste her Gebelsa i spojio ga s telom konceptualne satire? U stvari, taj projekat je predstavljao multimedijalni napad na (dez)informativnu zagušenost, gde je kao glavni motiv upotrebljen zloglasni nacistički ministar kontrole uma i tobožnje prosvećenosti. Izvlačenje nacističke prošlosti na svetlost dana uvek je praćeno nabojem, ali prelepljivanje ulica Beograda posterima s Gebelsovim likom bilo je znak da neko traži nevolju. Maćašev, koji je završio arhitektonski fakultet u Beogradu 1998. i koji je u to vreme predavao interaktivni dizajn na Akademiji umetnosti BK, je dobro razumeo pitanja koja je postavio, kao i reakcije koje su usledile. Ne radi se ni o kakvom razuzdanom šaljivdžiji. Njegov rad čini spoj domišljatosti i znanja, besa i skepticizma. U okviru intervjua koji sam s njim obavio 2006. godine upitao sam ga: “Zašto za svoju ikoničku predstavu nisi odabrao samog Hitlera?” “Jozef Gebels je bio medijski ’mozak operacije’, a ne Hitler”, odgovorio mi je on o ovom ultimativnom oportunisti. “Na početku je bio levičarski (gotovo komunistički) aktivista. Shvativši odakle vetar duva, prešao je na stranu koja je delovala kao dobitna — na stranu fašizma. Bio je totalno nearijevski tip: sakat, nesposoban za vojsku, crnokos i smeđih očiju. Ali imao je hipnotički glas mesije — sablastan, ali ushićujući. Takve osobine danas možete vrlo lako prepoznati kod mnogih političara i medijskih ličnosti.” Bio je to odgovor nekoga ko je dobro uradio domaći zadatak — ko razume slike i reči, i u stanju je da njima manipuliše tako da dobije pravi rezultat. “Ali”, upitao sam, “ne postoji li opasnost da se u ovom projektu od zločinca napravi heroj?” “Upravo je to deo poente, mogućnost da kreiramo heroja od zločinca”, objasnio je, “kroz upotrebu moći ikoničkih reklamnih slika. Ako postavite veliku i ubedljivu sliku na ulicu pred mase i predstavite je u formi pozitivne kampanje, velika je verovatnoća da će ljudi da je percipiraju kao pozitivnu. Mislim da je većina ljudi u ovoj kampanji ipak videla Gebelsa kao zločinca. Moja namera u čitavom projektu bila je da izbegnem dihotomije: herojzločinac, istina-laž, dobro-zlo. Ponudio sam sliku i sveobuhvatnu poruku. Joseph Goebbels™ nije rad o Gebelsu, nego o gebelsovskom stanju medijske kulture.” Bez obzira na to što naciste ne mogu da vidim kao simbole bilo čega sem čistog zla, moram priznati da mi se čini da Maćašev nije neko ko se bezočno igra vatrom. Njegov rad možda poseduje element šoka i zbilja može da zapali poneku vatru u glavama (kao i na drugim mestima), ali je njegov rad istovremeno izraz cinizma i nade. Na publici je da odluči za šta je šta. Da bi objasnio svoje motive, Maćašev mi je rekao: “Moć medija je takva da ljudi često veruju u ono što im je rečeno. Jednostavno, ne možete lično iskusiti ili se sopstvenim očima uveriti u svaki detalj vezan za vest koju ste čuli ili videli. U teoriji, na osnovu zdravog razuma birate da li ćete u neku informaciju verovati ili ne. Moja poruka je da ne postoje ni laž ni istina. Sve je samo priča ili poruka u koju ćete verovati ili ne. Zdravi skepticizam za zdraviji život.” Pa ipak, u radu Aleksandra Maćaševa ima dihotomija, ili bar dubokih kontrasta. Stranice ove knjige su bogate idejama, ali ideje ne bi bile ništa bez sredstava kojima se komuniciraju. Na jednom nivou, ova knjiga je prava lepotica i uzor je dobrog dizajna. Međutim, lepo je, po Maćaševu, samo gebelsovska Velika Laž. Učini nešto lepim, namami plen i baci se na njega.

PRiNT

Art / Umetnost Interior Graphics / Enterijerska grafika Promotional Material / Promotivni materijal Illustration / Ilustracija Type Sketches / Tipografske skice Identity / Identitet Ads / Oglasi Apparel / Odeća

Europa, illustration, 2008 / Europa, ilustracija, 2008. europe by designers exhibition / izložba europe by designers —
20 / 21 | PRiNT : Art / Umetnost

Family Portraits, personal project, 2006 / Family Portraits, lični projekat, 2006. —
22 / 23 | PRiNT : Art / Umetnost

Human After All v.2.00, installation, 2007 / Human After All v.2.00, instalacija, 2007. printed whiteboard screen / štampani whiteboard paravan. —
24 | PRiNT : Art / Umetnost

Human After All, wallpaper installation, 2005 / Human After All, tapet instalacija, 2005. —
25 | PRiNT : Art / Umetnost

Joseph Goebbels™, poster no.2, 2005 / Joseph Goebbels™, plakat broj 2, 2005. art project in the form of a media campaign that addresses the nature of media and mass-communication. the basic premise is that joseph goebbels is the father of contemporary media culture. www.goebbels.info / umetnički projekat u obliku medijske kampanje koji se bavi prirodom medija i masovne komunikacije. osnovna pretpostavka je da je joseph goebbels otac savremene medijske kulture. www.goebbels.info —
26 / 27 | PRiNT : Art / Umetnost

Joseph Goebbels™, poster no.1, 2005 / Joseph Goebbels™, plakat broj 1, 2005. —
28 | PRiNT : Art / Umetnost

Joseph Goebbels™, poster no.3, 2005 / Joseph Goebbels™, plakat broj 3, 2005. —
29 | PRiNT : Art / Umetnost

Joseph Goebbels™, media campaign, 2005 / Joseph Goebbels™, medijska kampanja 2005. —
30 | PRiNT : Art / Umetnost

sponsored by ABC, FOX, CBN, THE HERITAGE FOUNDATION, DISNEY AND USA TODAY

Joseph W Goebbels™, poster, 2006 / Joseph W Goebbels™, plakat, 2006. variation of the poster using right-wing media logos / varijacija postera sa logoima desničarskih medijskih kompanija. —
31 | PRiNT : Art / Umetnost

Black Pixel, sample box, 2003 / Black Pixel, kutija sa uzorcima, 2003. printed version of the black pixel website (www.the-mighty.com) / štampana verzija web sajta black pixel (www.the-mighty.com). —
32 / 33 / 34 / 35 | PRiNT : Art / Umetnost

Populated area, outdoor prints, 1999 / Naseljeno mesto, ulični printovi, 1999. a series of posters and printed interventions questioning the purpose and meaning of the urban environment / serija plakata i štampanih intervencija koje se bave svrhom i značenjem urbanog okruženja. —
36 / 37 | PRiNT : Art / Umetnost

A Bug in the Ear, interior graphic, 2007 / Buba u uhu, enterijerska grafika, 2007. telenor office building lounge / predvorje telenorove poslovne zgrade. —

38 / 39 | PRiNT : Interior Graphics / Enterijerska grafika

LOWE/Idols and Friends, interior prints, 2008 / LOWE/Idols and Friends, enterijerska grafika, 2008. (interior design by maja lalić / dizajn enterijera: maja lalić) —
40 / 41 | PRiNT : Interior Graphics / Enterijerska grafika

Pleasure and Pain, chocolate wrapper, 2009 / Pleasure and Pain, omot čokolade, 2009. promotional material for the solo exhibition "high anxiety" in ljubljana, slovenia / promotivni materijal za samostalnu izložbu "high anxiety" u ljubljani, slovenija. —
42 | PRiNT : Promotional material / Promotivni materijal

Challenge the Wall, calendar, 2007 / Challenge the Wall, kalendar, 2007. 2008 calendar for telenor corporation / kalendar za 2008. kompanije telenor —

43 | PRiNT : Promotional material / Promotivni materijal

Young Serbian Designers, 2009 / Young Serbian Designers, 2009. —
44 / 45 | PRiNT : Promotional material / Promotivni materijal

Nadežda Petrović Memorial (with Mirko Ilić), 2007 / Memorijal Nadežde Petrović (sa Mirkom Ilićem), 2007. poster / plakat catalog / katalog —
46 / 47 | PRiNT : Promotional material / Promotivni materijal

ERSTE machine, sponsorship campaign, 2007 / ERSTE mašina, sponzorska kampanja, 2007. —

48 / 49 | PRiNT : Promotional material / Promotivni materijal

sponsor of this book

/ sponzor ove knjige ERSTE machine, sponsorship ads, 2007–2010 / ERSTE mašina, sponzorski oglasi, 2007–2010. —
50 | PRiNT : Promotional material / Promotivni materijal

Serbia Remixed, poster, 2006 / Serbia Remixed, plakat, 2006. —
51 | PRiNT : Promotional material / Promotivni materijal

Mrđan Bajić: BACKUP, book, 2007 / Mrđan Bajić: BACKUP, knjiga, 2007. —
52 | PRiNT : Promotional material / Promotivni materijal

Das is Kunst, book, 2007 / Das is Kunst, knjiga, 2007. —
53 | PRiNT : Promotional material / Promotivni materijal

PUNC'T, poster, 2005 / PUNC'T, plakat, 2005. —

54 | PRiNT : Promotional material / Promotivni materijal

Memefest Balkan, poster, 2006 / Memefest Balkan, plakat, 2006. —
55 | PRiNT : Promotional material / Promotivni materijal

Mirko Ilić Comics | Illustration | Design | Multimedia, exhibition promotional material, 2005 / Mirko Ilić Strip | Ilustracija | Dizajn | Multimedija, promotivni materijal izložbe, 2005. illustration: mirko ilić mousepad, outdoor print / mousepad, ulični print —
56 / 57 | PRiNT : Promotional material / Promotivni materijal

Serbian Fags in Slovenia, flyer, 2004 / Pederi iz Srbije u Sloveniji, flajer, 2004. —
58 | PRiNT : Promotional material / Promotivni materijal

On Time, poster, 2006 / Na Vreme, plakat, 2006. —
59 | PRiNT : Promotional material / Promotivni materijal

We Are Not Angels 2, movie promotional material, 2004 / Mi nismo anđeli 2, promotivni materijal filma, 2004. posters, postcards / plakati, razglednice. —
60 / 61 | PRiNT : Promotional material / Promotivni materijal

Illustration for David Albahari's stories, Emzin magazine, 2008 / Ilustracije za priče Davida Albaharija, Emzin magazin, 2008. "time is on our side", "the hourglass' destiny", "the wrong train", "secret", and "runner" / "vreme je na našoj strani", "sudbina peščanika", "pogrešan voz", "tajna" i "trkač" —
62 / 63 | PRiNT : Illustration / Ilustracija

Let In, illustration, 2005 / Let In, ilustracije, 2005. —
64 / 65 / 66 | PRiNT : Illustration / Ilustracija

Discontent, poster, 2007 / Neizdrž, plakat, 2007. —
67 | PRiNT : Promotional material / Promotivni materijal

The 13th card of a nonexistent tarot deck, Kvart magazine, 2009 / Trinaesta karta nepostojećeg Tarot špila, Kvart magazine, 2009. —
68 | PRiNT : Illustration / Ilustracija

Brave New World, a mural proposal, 2007 / Vrli novi svet, predlog za mural, 2007. —
69 | PRiNT : Illustration / Ilustracija

Homemade fashion editorial, Kvart magazine, 2008 / Kućni modni editorijal, Kvart magazin, 2008. —
70 / 71 | PRiNT : Illustration / Ilustracija

2010, illustration, Kvart magazine, 2009 / 2010, ilustracija, Kvart magazin, 2009. —

72 | PRiNT : Promotional material / Promotivni materijal

ALL THESE WORLDS ARE YOURS, EXCEPT EUROPA. ATTEMPT NO LANDING THERE. USE THEM TOGETHER. USE THEM IN PEACE.

2010

Aleksandar Maćašev www.macasev.com

Accept and Proceed, illustration, 2007 / Accept and Proceed, ilustracija, 2007. —
73 | PRiNT : Illustration / Ilustracija

Vintage socialist signs, 2010 / Soc-realističke firme, 2010. —
74 | PRiNT : Type Sketches / Tipografske skice

Presentation slide, 2009 / Slajd iz prezentacije, 2009. Personal tag cloud, 2009 / Lični tag cloud, 2009. 2009: points of interest/influence tag cloud, 2009 / Tag cloud objekata interesa/uticaja za 2009. godinu, 2009. —
75 | PRiNT : Type Sketches / Tipografske skice

Moleskine sketches, 2008–2010 / Moleskine skice, 2008–2010. —
76 / 77 | PRiNT : Type Sketches / Tipografske skice

Non-Hollywood movies, illustration, Huper magazine, 2008 / Neholivudski filmovi, ilustracija, Huper magazin, 2008. —
78 / 79 | PRiNT : Illustration / Ilustracija

QUEERIA CENTER

ATELIER VARAN / VARAN FILMSKA šKOLA

JOSEPH GOEBBELS™

AUDI MUSIC AWARD / MUZIčKA NAGRADA AUDI

CINEMANIA

Logos, 2004–2010 / Logotipi, 2004–2010. —

80 / 81 | PRiNT : Identity / Identitet

BOOKA

SUPERSTE

MIKSER

BizArt 07

LIGHT POINT

Swatch, 2002 / Swatch, 2002. —
82 | PRiNT : Ads / Oglasi

Toyota, 2002 / Toyota, 2002. —
83 | PRiNT : Ads / Oglasi

Head and Shoulders shampoo, 2002 / Head and Shoulders šampon, 2002. —
84 | PRiNT : Ads / Oglasi

Vogue.com, 2002 / Vogue.com, 2002. —
85 | PRiNT : Ads / Oglasi

Ongoing series of calling cards, 2004–2010 / Serija ličnih vizit kartica, 2004–2010. —
86 / 87 | PRiNT : Identity / Identitet

Random t-shirt collection, 2006–2010 / Nasumična kolekcija majica, 2006–2010. www.macasev-t-shirts.blogspot.com —
88 / 89 | PRiNT : Apparel / Odeća

Men in Drag (Random t-shirt collection), 2006–2007 / Men in Drag (Nasumična kolekcija majica), 2006–2007. —
90 | PRiNT : Apparel / Odeća

Summer 2010 (Random t-shirt collection) / Leto 2010 (Nasumična kolekcija majica) silkscreen, 2010 / sito štampa, 2010. —
91 | PRiNT : Apparel / Odeća

(Converse) RED: Macbeth, sneakers, 2007/ (Converse) RED: Macbeth, patike, 2007. (Converse) RED: Faux Two-Tone, sneakers, 2007 / (Converse) RED: Faux Two-Tone, patike, 2007. —
92 / 93 | PRiNT : Apparel / Odeća

SCREEN

Blog Art / Blog umetnost Video / Video Animation / Animacija Web Art / Veb umetnost Web Design / Veb dizajn
websites, videos and animations are available through www.macasev.com and www.the-mighty.com veb sajtovi, video klipovi i animacije su dostupni na www.macasev.com i www.the-mighty.com

Chromatweet, nano-blog, 2009–... / Chromatweet, nano-blog, 2009–... www.macasev.com/chromatweet a nano-blogging exercise whereby each post consists of a single color. the daily diary entry is compressed into one piece of information: color. rules: one chromatweet per day, every day. no white (ffffff) or black (000000). the title of every post is the hexadecimal code of the color. / nano-blogging eksperiment gde se svaki post sastoji od samo jedne boje. dnevni blog unos je sabijen u jednu jedinu informaciju: boju. pravila: jedan chromatweet dnevno. nema bele (ffffff) ili crne (000000). naslov svakog posta je heksadecimalni kod boje. —
96 / 97 / 98 | SCREEN : Blog Art / Blog umetnost

chromatweet samples, acrylic paint on canvas, 2010 / chromatweet uzorci, akrilna boja na platnu, 2010. chromatweet annual sheet, mikser expo exhibition (kvart magazine selection), 2010 / chromatweet godišnji print, izložba mikser expo (selekcija magazina kvart), 2010. —
99 | SCREEN : Blog Art / Blog umetnost

Margins, visual blog, 2008–... / Margine, vizuelni blog, 2008–... www.macasev-margins.blogspot.com an ongoing art project in the form of a visual diary. it is a collection of ephemeral graffiti, improvised installations and readymades in various homes i have lived in (or still live in). / tekući umetnički projekat. kolekcija privremenih grafita, improvizovanih instalacija i redimejdova u stanovima u kojima sam živeo ili i dalje živim. —
100 / 101 | SCREEN : Blog Art / Blog umetnost

Sidewalk tweets, visual blog 2009–... / Sidewalk tweets, vizuelni blog, 2009–... www.sidewalktweets.blogspot.com sidewalk chalk twittering in the streets of new york, photo documents / tvitovanje po ulicama njujorka, kreda na pločniku, foto dokumenti. —
102 / 103 | SCREEN : Blog Art / Blog umetnost

River of Crime (with Stephen Gee), video, 2006 / River of Crime (sa Stivenom Džijem), video, 2006. —
104 | SCREEN : Video / Video

Little Boxes (with Stephen Gee), video, 2007 / Little Boxes (sa Stivenom Džijem), video, 2007. —
105 | SCREEN : Video / Video

Film Center of Serbia, promotional video clip, video, 2006 / Filmski centar Srbije, promotivni video klip, 2006. —
106 | SCREEN : Animation / Animacija

(F)art collection, 5 Flash animations, 2004 / (F)art collection, 5 Flash animacija, 2004. character design: sanja bunjevački / dizajn likova: sanja bunjevački. —
107 | SCREEN : Animation / Animacija

Finlandia Vodka, promotional Flash animation, 2002 / Finlandia Vodka, promotivna Flash animacija, 2002. —
108 | SCREEN : Animation / Animacija

Copy&Waste, website, 2004 / Copy&Waste, veb sajt, 2004. —
109 | SCREEN : Web Art / Veb umetnost

Pixel Savanna, iGoogle theme, 2008 / Piksel savana, iGoogle tema, 2008. —

110 / 111 | SCREEN : Web design / Veb dizajn

Unstable Portrait of Joseph Goebbels, website, 2004 / Nestabilni portret Jozefa Gebelsa, veb sajt, 2004. —
112 / 113 | SCREEN : Web Art / Veb umetnost

Pink Pixel, website, 2003 / Pink Pixel, veb sajt, 2003. interface detail / detalj interfejsa. —
112 / 113 | SCREEN : Web Art / Veb umetnost

Jpeg_dicks, series of desktop images, 2003 / Jpeg_dicks, serija desktop slika, 2003. —
114 | SCREEN : Web Art / Veb umetnost

Selja, website, 2003 / Selja, veb sajt, 2003. —
115 | SCREEN : Animation / Animacija

Kontrola, website and email campaign, 2003 / Kontrola, veb sajt i email kampanja, 2003. www.kontrola.co.rs an internet based artwork dealing with viruses. the starting point for the work is the assumption that computer viruses can only infect computers and human viruses can only infect humans. the goal was to create a virus that could infect both computers and humans. since both computers and humans use language, the kontrola virus is linguistic. in practical terms, the virus used in this project is a lie, rumour or gossip. a rumour about a fictional virus, "babel/rrose", was spread through emails. / internet umetničko delo koje se bavi virusima. osnovna pretpostavka je da kompjuterski i biološki virusi dolaze iz dva zasebna sistema. cilj je bio pronaći/kreirati virus koji može da napadne i računare i ljude. zajednički sadržalac kompjuterskog i humanog sistema je jezik, pa je odatle virus projekta kontrola lingvistički. praktično, stvarni virus koji je upotrebljen u ovom projektu je laž, glasina ili trač. glasina o izmišljenom virusu babel/rrose je proširena putem email poruka. —
116 | SCREEN : Web Art / Veb umetnost

Black Pixel, website, 2003 / Black Pixel, veb sajt, 2003. www.the-mighty.com interface details. detalji interfejsa. —
117 | SCREEN : Web Art / Veb umetnost

Folie à deux (with Andrej Dolinka), website, 2001 / Folie à deux (sa Andrejem Dolinkom), veb sajt, 2001. —
118 | SCREEN : Web Art / Veb umetnost

:) (with Andrej Dolinka), chat perfomance, 2002 / :) (sa Andrejem Dolinkom), čet performans, 2002. —
119 | SCREEN : Web Art / Veb umetnost

Doringer.net, web site, 2003 / Doringer.net, veb sajt, 2003. —
120 | SCREEN : Web design / Veb dizajn

Yugomuseum, web site, 2003 / Yugomuzej, veb sajt, 2003. —
121 | SCREEN : Web design / Veb dizajn

Center for Contemporary Art — Belgrade, web site, 2003 / Centar za savremenu umetnost — Beograd, veb sajt, 2003. —
122 | SCREEN : Web design / Veb dizajn

New Moment, web site, 2001 / New Moment, web site, 2001. cd: dragan sakan —

123 | SCREEN : Web design / Veb dizajn

9

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ADz, web site with spoof commercials, 2002 / ADz, veb sajt sa reklamnim parodijama, 2002. —
124 / 125 | SCREEN : Web Art / Veb umetnost

PAiNT

Consuming Images / Potrošnja slika series of paintings, tempera on cardboard, 2000 / serija slika, tempera na kartonu, 2000. Motel / Motel —
128 | PAiNT

Star / Zvezda —
129 | PAiNT

For Free / Besplatno —
130 | PAiNT

Sleepers / Spavači series of paintings, tempera on cardboard, 1999 / serija slika, tempera na kartonu, 1999. —
131 | PAiNT

Fast Forward series of paintings, oil on cardboard, 1998 / serija slika, ulje na kartonu, 1998. Zoomin' Rumour Hunger —

132 / 133 | PAiNT

Basil's Tryptich, oil on cardboard, 1997 / Vasilijev triptih, ulje na kartonu, 1997. —
134 / 135 | PAiNT

Body / Telo series of paintings and drawings, mixed media, 1995 / serija slika i crteža, mixed media, 1995. —
136 / 137 / 138 / 139 / 140 / 141 | PAiNT

SPACE

Spatial Re-semiosis, spatial interventions, 1997 / Prostorna resemantizacija, prostorne intervencije, 1997. a series of spatial interventions in an abandoned house in bečej addressing the semiotics of elements of architectural space. (concept with andrej dolinka). / serija prostornih intervencija u napuštenoj kući u bečeju koje se bave semantikom elemenata arhitektonskog prostora. (koncept sa andrejem dolinkom). —
144 / 145 / 146 / 147 / 148 / 149 | SPACE

aleksandar maćašev was born in Bečej, in former Yugoslavia, on 3 August 1971. After graduating from the Faculty of Architecture, University of Belgrade, Maćašev worked in the advertising industry and taught web design at the BK Academy in Belgrade. Since 2004 Maćašev has been a freelancer. His work has been published in various journals including Print, Step, Concept, Design Week UK and Voice: AIGA Journal of Design, and books such as "Onehundred at 360°, Graphic Design's new global generation", "Anatomy of Design", "Designology 300" and "Limited Language: Rewriting Design". In addition to extensive web publishing of his work, Maćašev writes numerous blogs. Presently, he lives and works in New York City.

stephanie skirvin, print magazine

AlEkSAnDAr MAćAšEV’S WOrk rAnGES frOM ThE DEcEPTIVEly SIMPlE TO ThE hIGhly POlITIcAl. MAćAšEV fEElS cOMfOrTABlE WOrkInG WITh GAllErIES AnD ArTISTS, MAInly BEcAUSE hIS OWn WOrk crOSSES AnD rEcrOSSES ThE lInE BETWEEn APPlIED AnD fInE ArT. hIS GrAPhIc WOrk IS chAllEnGInG, POlITIcAl AnD OfTEn UncOMfOrTABlE.

alice twemlow, step magazine

fiona sibley, design week uk

aleksandar maćašev se rodio u Bečeju 3. avgusta 1971. godine. Posle završetka studija na arhitektonskom fakultetu u Beogradu radio je u reklamnoj industriji i predavao je web dizajn na BK Akademiji umetnosti. Od 2004. godine radi kao slobodan umetnik i dizajner. Radovi su mu publikovani u mnogobrojnim magazinima uključujući Print, Step, Concept, Design Week UK i Voice: AIGA Journal of Design, kao i u knjigama "Onehundred at 360°, Graphic Design's new global generation", "Anatomy of Design", "Designology 300" i "Limited Language: Rewriting Design". Uz intenzivno objavljivanje radova na Internetu, Maćašev piše i za mnogobrojne blogove. Trenutno živi i radi u Njujorku.

stefani skervin, print magazine

rAD AlEkSAnDrA MAćAšEVA SE krEćE OD nAOčIGlED VrlO jEDnOSTAVnOG DO VEOMA POlITIčkOG. MAćAšEV rADO SArAđUjE SA UMETnIcIMA I GAlErIjAMA UGlAVnOM zATO šTO njEGOV rAD UGlAVnOM PrElAzI zADATE GrAnIcE DIzAjnA I UMETnOSTI.

elis tvemlou, step magazine

fiona sibli, design week uk

njEGOV rAD jE PrOVOkATIVAn, POlITIčkI AnGAžOVAn I čESTO nE BAš PrIjATAn.

www.macasev.com

ThAnkS / hVAlA:
ana adamović belef centar andrea brbaklić sanja bunjevački svetlana ćopić slađana danojević mia david andrej dolinka tatjana drapšin stephen gee ksenija graovac steven heller mirko ilić marko jobst jennifer kabat damir krkobabić ana krstić vesna kukić maja lalić maja m marinković vladimir melentijević milica pekić jasna rackov ladislav raičević saša reljić tatjana ristić sava ristović dragan sakan ivan savić slaviša savić gordana stanišić zorica stojkov jelena stojković zoran subotički anica tucakov tukan print ivana veljković borut vild

SPEcIAl ThAnkS / POSEBnO SE zAhVAljUjEM:
rajko i milka maćašev nada mrdalj

Supported by the Ministry of culture of the republic of Serbia / Podržano od strane Ministarstva kulture republike Srbije

ALEKSANDAR mAćAšEv / BooK
PrInT / ScrEEn / PAInT / SPAcE Publisher / Izdavač: Mikser Books, Beograd / Belgrade For the publisher / Za izdavača: Maja Lalić Editor / Urednik: Aleksandar Maćašev Photos / Fotografije: page / strana 24: Andreja Leko 25/3: Vesna Perić 39: Andreja Leko 44: Marko Obradović 46–47: Mirko Ilić's photo archive / foto arhiva Mirka Ilića 57: Mirko Ilić's photo archive / foto arhiva Mirka Ilića 88: Ana Kostić 99/2: Dragan Mileusnić 138–141: Dragan Radaković 144–149: Branislav Milovanov 150: Tijana Bulatović 157/1: Ana Adamović 159/4: OK Magazine photo archive / foto arhiva magazina OK Design / Grafičko oblikovanje: Andrej Dolinka Printed by / Štampa: Standard 2, Beograd / Belgrade, 2010 Print run / Tiraž: 800 ISBN 978-86-84537-01-2

cIP - Каталогизација у публикацији Народна библиотека Србије, Београд 766:659.133.1(497.11)”20”(083.82) 7.071.1:929 Маћашев А.(083.82) МАЋАШЕВ, Александар, 1971Aleksandar Maćašev : book : print, screen, paint, space / [urednik, editor Aleksandar Maćašev ; fotografije, photos Andreja leko ... et al.]. - Beograd : Mikser Books, 2010 (Beograd : Standard 2). - [160] str. : ilustr. ; 30 cm Tekst uporedo na srp. i engl. jeziku. - Tiraž 800. - Str. [16-17]: Bacanje na plen / Stiven heler. ISBn 978-86-84537-01-2 a) Маћашев, Александар (1971-) - Каталози cOBISS.Sr-ID 178458636

ISBN 978-86-84537-01-2

www.macasev.com