to stephen j.

gee
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 so-
called 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 trou-
ble. 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 begin-
ning. 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 with-
out 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 arhitek-
tonski 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 percip-
iraju 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: heroj-
zločinac, 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
/ sponzor ove knjige
sponsor of this book

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

72 | PRINT : Promotional material / Promotivni materijal

Aleksandar Maćašev
www.macasev.com

2010, illustration, Kvart magazine, 2009 / 2010, ilustracija, Kvart magazin, 2009.
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
10
10
9

tu re
ment picwhe re
new mo m
create ob jects and pl ace the
som e
ag pl ay
jus t dr can also
t ! you
you wan
mus ic!
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.

Aleksandar Maćašev’s work

ranges from the deceptively simple
to the highly political.
stephanie skirvin, print magazine

Maćašev feels comfortable working with

galleries and artists, mainly because his
own work crosses and recrosses the line
between applied and fine art.
alice twemlow, step magazine

His graphic work is challenging, political

and often uncomfortable.
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.

Rad Aleksandra Maćaševa se kreće

od naočigled vrlo jednostavnog
do veoma političkog.
stefani skervin, print magazine

Maćašev rado sarađuje sa umetnicima

i galerijama uglavnom zato što
njegov rad uglavnom prelazi zadate
granice dizajna i umetnosti.
elis tvemlou, step magazine

Njegov rad je provokativan, politički

angažovan i često ne baš prijatan.
fiona sibli, design week uk

www.macasev.com
thanks / Hvala:
ana adamović maja m marinković
belef centar vladimir melentijević
andrea brbaklić milica pekić
sanja bunjevački jasna rackov
svetlana ćopić ladislav raičević
slađana danojević saša reljić
mia david tatjana ristić
andrej dolinka sava ristović
tatjana drapšin dragan sakan
stephen gee ivan savić
ksenija graovac slaviša savić
steven heller gordana stanišić
mirko ilić zorica stojkov
marko jobst jelena stojković
jennifer kabat zoran subotički
damir krkobabić anica tucakov
ana krstić tukan print
vesna kukić ivana veljković
maja lalić 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, 1971-

Aleksandar 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