Concept Generation is an event where participants create new innovations from market led criteria and trade this intellectual property for beer and peanuts. This critical and comedic project engages participants with a design process appropriated from surrealist techniques, in order to glibly mine the depths of product and service niches, where creative industries have not yet ventured. This workshop investigates the spectrum between creative industries and aesthetic art practice and asks participants to form their own critical position. The social contract between the host and the participant is transparent – the event is free, but participants must create marketable ideas to pitch to the artist, in order to exchange their concept for a beer. The artist has sole right over the intellectual property. This exchange mirrors the exploitation of precarious creative workers, for whom work and lifestyle blend, where a workshop can also become a party. Concept Generation presents the mutability of work and leisure, of consumption and production, of art practice and creative industry, and of creative thinking and marketing. In a satire of ideation, participants are asked to sell their ridiculous idea, and many get carried away with the farce. Production is the only imperative, and the more ridiculous the ideas are, the more we believe they might actually succeed.
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