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Miniluv
NYC and Upstate New York | 2023 – present
An attractive campaign devoid of context
The Miniluv project uses short poetic phrases to satirize slogans, branding, and human behavior.
Using the language of Orwell's newspeak, advertising, self help, and escapism, the phrases elicit an interpretation reflecting the viewer’s core self and identity.
Thus far, the campaign has produced both physical and virtual ephemera, including billboards, posters, murals, newspaper centerfolds, pins, and t-shirts.
“It's a beautiful thing, the destruction of words.”
– Syme, 1984
“The choice for mankind lies between freedom and happiness, and for the great bulk of mankind, happiness is better.”
– O'Brien, 1984
“Vallone suggested replacement text for the mural to read, 'Dancing in the moonlight, #kingharvest,' referencing the song by the same name. The River Reporter asked him what the significance was of that song as a replacement. 'Feel good, baby,” he said. “Peaceful and joyful celebration of life.'”
“It's air, you know. It's just there. There's no choice. You have to breathe, so you have to use Helvetica.”
– Erik Spiekermann
ABOUT
Miniluv was created by Seth Indigo Carnes and originally co-curated as an intervention titled “2024” with Rodney Harder at the 2023 Deep Water Literary Festival in Narrowsburg, New York, where the work of George Orwell was the theme. The project remains in progress with further public manifestations.
ARTIST STATEMENT
Focused on the Miniluv mural created in Roscoe, NY
RELEVANT LINKS
Un-muraled: Community backlash leaves mural half-finished in Roscoe, River Reporter, August 4, 2025.
Support free speech! Stop the censorship of a contemporary art mural in Roscoe, NY!, MoveOn.org petition started by ArtKill magazine editor.
THANK YOU
Rodney Harder, Aaron Hicklin, Deep Water Festival, Laurie Stuart and The River Reporter, Ariel Shanberg and Delaware Valley Arts Alliance (DVAA), and the Union Works print shop. For legal support and counsel to protect free speech and artistic freedom, Jeff Kinkle of Kinkle Law.
