The act of altering how something is viewed can reveal new possibilities and ideas.
This can be achieved by seeking every possible viewpoint and shifting context—by taking things from their usual home and placing them somewhere completely different.
Boxes of wire scrubbing pads and cans of soup are familiar items in a supermarket. There are unmade beds in every teenager’s bedroom, and dead cows and sheep can be found in the back of every butcher’s shop. But put them in an art gallery and they are big news. Nearly 100 years ago, Marcel Duchamp was the first artist to realize that such repositioning could have an impact when his submission to an art exhibition of a porcelain urinal laid flat on its back cause an enormous scandal.