Lourenco, who co-directed the short film The Blindness in the Woods (think fairy tale meets Nordic erotica), is visiting Cape Town as a guest speaker at the Toffie Pop Culture Festival & Design Conference organised by creative agency The President, where he will be discussing filmmaking. The festival runs 24 - 26 March 2011 at the Cape Town City Hall.
Bizcommunity: What is uncool at the moment?
Javier Lourenco: Uncool does not have the same meaning as it used to five years ago. It has a new connotation; uncool is not used as a pejorative word as before because we incorporated the uncool as part of our consumption. The elite incorporates uncool stuff to their daily consumption and, because of that, it becomes trendy.
Anyway, for the time being, we are in the presence of two kinds of cultural products and both of them are subjects to be studied:
Lourenco: Because the elite think that being massive (after a product becomes main stream) becomes popular and we the trendy tend to ignore that.
Lourenco: Nowadays, [the] limits between cool and uncool are totally blurred. I believe in original things more than cool/uncool. It doesn't really matter if they come from the supposedly cool (elite) or uncool world (emerging).
Lourenco: Of course, the decline of western hegemony opened the chance for emerging countries to show their cultural products. The elite are tired [of digging] in the same data all the time. The trend is to look for hidden info; "difficult to find" in this case becomes original, not known for the majority. Shanty-town organised tours are a well-known example of this.
Lourenco: It depends on the twist you give to the word "interesting". For me, bizarre, kitsch, surreal, extravagant is interesting.
Lourenco: Yes, for instance, TheUncoolHunter.com was awarded as one of the most 12 ultracool blogs of the year 2009 by Trends Update. Contradictory.