Serpentine Galleries 24-hr ‘Experiment Marathon’ title sequence, held at the Olafur Eliasson x Kjetil Thorsen pavilion

Following on from the success of 24-hr ‘marathon of interviews’, the Serpentine Galleries Co-Director Hans Ulrich Obrist and artist Olafur Eliasson invited, more than, 100 leading artists, architects, filmmakers, academics and scientists to expand on the notion of experimentation for their 24-hr ‘experiment marathon’, held in the pavilion designed by Olafur Eliasson and Kjetil Thorsen.

The crowds were standing-room-only and the action never stopped; 40 screenings, performances, lectures and experimental films made up this genre-bending blend of science and art. Filmed and documented in a later released DVD that required a title sequence that encapsulated the experimental nature of the exhibition.

Fitting with the 24-hr ‘experiment marathon’ a chromo-graphic experiment was proposed as the title sequence. Started from a single page of hand-drawn typography, set to bleed, by the action of chromatography, into its constituent colours through a stack of 500 blotting paper. With each sheet scanned to become the final title sequence. 

Much to our joy, the 500 sheets of paper became a piece of art, joining the exhibition as it travelled to the Reykjavik Museum of Art.