THE VIEW

There are a number of facets about this identity project, which have been creeping in from day to day. The basic approach is to examine the symbols that we use to depict the various aspects of identity formation, the development of distinct characteristics of an individual or a group. What seed or seeds grow into that particular sense of uniqueness, of continuity and of affiliation that evolve into a singular personality? To this end I am drawn to an inexhaustible succession of things to be taken into account e.g. family, culture, education, profession etc. or is it perhaps an ever-evolving essence, part of our genetic makeup. What are the elements emanating from the core that, when exposed, allow it to become an éclat dans les couloir de la vie? How is this written into the everyday? 

I recently visited The View. This is the identity chosen by the Shard to promote its presence as the tallest building in Europe. The adventure begins with a ground floor visual display of British, mainly London, personalities depicted on large video screens. Photographs of their faces added to cartoonish figures engaging in various humorous activities in and around London.  One is then taken through a corridor towards the lifts. The corridor is festooned with texts relating to various aspects of London. There are video projections and illuminated texts everywhere, with an invitation to share the experience. 

                                                                

The experience is of course the view from the top, a view that extends over a forty-mile radius from London Bridge. Unfortunately on the day of our visit the Shard was shrouded in falling snow and cloud. The nearby surrounds were barely visible.

Despite this, it was still fun to do. One passes through the shop on the way out, selling mainly souvenir key rings, pencils, fridge magnets, mugs. T-shirts, caps etc. with The View printed on them. There are also books relating to London and the architecture of tall buildings around the world. What one takes away is, quite naturally, the memory of the view from the top. The method adopted to write this memory is to simply create the text The View as opposed to The View from the Shard. There are then two identities being established. The mere presence of the building in the landscape is a substantial statement of identity. It is made up of a number of aspects: flats, hotel, offices etc.; however, the builders have chosen to create a separate identity for its non-physical aspect, the view from the top, a view from inside the building from which one cannot see the building itself. It is the inner essence of the structure, the real identity of the shard, The View. How else could it be written?