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Virtual Super Land x Diana Lynn VanderMeulen
by Rae Niwa
Virtual Super Land x Diana Lynn VanderMeulen
With a definitive edge and uncanny seduction into a technological intersection, Virtual Super Land presupposes us to the methods of technology in their new collection of app filters. The streetwear line was founded in 2018 by former fashion editor/ creative director Orsolya Szabo and self-taught motion graphics designer Natasha Smith. The duo unmasks, replicates, reforms and replays the nuanced patterned psychology of our technological behavior with a flirtatious homage of holographic and digital graphics and tones on the clothing that draw us back into a new kind of cyberspace. In this line they have collaborated with Toronto based artist Diana Lynn VanderMeulen on two exclusive in-app filters. VanderMeulen ’s work investigates the mysterious elements of our natural world through the selective vision of magical realism. With this added app for consumers to interact with, the launch brings an ominous portrait and commentary on the parameters and ideations of reality within technological spaces.
Diana Lynn VanderMeulen | @dianalynnvdm
Who are one or some of your personal heroes in the world of tech and visual art?
Some of my personal heroes using art and technology would be Jonathan Carroll and Cat Bluemke - they are incredible community facilitators and through collaboration use gaming platforms to develop apps, games, and VR which connect to their performance and installation works. Check out Spek.Work and Tough Guy Mountain to see some of their work!
Another personal hero is my friend Michelle Cortese. She is an amazing artist/ designer working with Oculus Rift and recently wrote a chapter for a textbook titled: Ethics in Design and Communication: Critical Perspectives. The article instructs VR practitioners on how to fold consent ideology and body sovereignty into their VR design practice in order to foster safer, more inclusive virtual spaces and interactions.
What was the inspiration behind this collaboration?
I make un-real atmospheres and landscapes, which are very much inspired by natural psychedelia in the small and hidden magic of the earth. Thinking of bio luminescence, geology, the shimmer in a butterfly’s wing or a flower petal. There are so many mysterious and bizarre things that occur organically -- I hope the green screen effect from the app would bring my visuals into the world in a similarly exciting way!
What music are you currently listening to?
NTS radio is giving me life <3
What's next for DLVDM?
Endless road of learning for me! I love to work in different mediums - varying from collage, painting, sculpture and digital programs.. and all of these things work together to inspire new ideas and possibility for collaboration <3
Orsolya Szabo | @_orsolya , @Virtualsuperland
What is the story of launching Virtual Super Land? How did you guys find each other in collaboration with Diana?
We launched VSL last year in Fred Segal. We’re firstly a tech company facilitating immersive experiences via custom motion graphics which live in our app and work (currently) with green. In Fred Segal we launched a pop up ‘merchandise’ collection and interactive space, with most of the merchandise pieces working with the app.
As we navigate these new, strange realities that are forcing us to be digitally connected more than ever, We have evolved from focusing on building IRL experiences to providing a positive, immersive way to connect whilst leaning into what everyone is utilizing right now- their smartphones.
Our forever mission is to elevate the voices of female artists to create guest filters in the app and when I found Diana I was immediately obsessed! I reached out, and luckily she saw our vision and was down!
Who are one or some of your personal heroes in the world of tech and visual art?
In visual art there are so many; I love everyone that is part of the Digi-Gxl community. There are some exceptional womxn animators and 3D designers; I’m also obsessed with @blakekathryn, @emmapryde_ @emilymulenga @thegeminibake (cakes as an art) @hyunjungcandles (candles as art!) @eichimatsunaga (nails as art)+ of course @Dianalynnvdm. I listen to a lot of the podcast, How I Built This, one of my favorite episodes was with Sandy Lerner- she co-founded Cisco systems and then went on to start Urban Decay. She’s my total tech (and general) hero.
What was the inspiration behind this collaboration?
I wanted to work with Diana ever since I first saw her work; it’s a perfect mix of lush escapism, via a landscape of dream textures, colours and objects. We want to collaborate with female artists who bring something new to the table, and highlight artists that have a different aesthetic to VSL’s usual direction. Diana was the perfect first guest artist for that reason.
In creating a duality between fashion and technology what are you hoping to reach in your consumers?
What we always wanted to achieve with VSL, and now more than ever in these really weird, uncertain times is to spread joy, wonder and connection. We think that beyond the connection between fashion and technology, which is when our merch comes into play, the app can interact with anything green – anything in your surroundings. We want to challenge the duality between the physical and digital world – we want people to totally create their own hyperreality with their iphones
What music are you currently listening to?
My boyfriend’s #Quarantune ’s playlist on Spotify. Link in @paulithepsm ’s bio !
What's next for the brand?
In this time of social distancing we want VSL to act as a tool for people to create unique fun content to banish the boredom or anxiety that they feel. We’re concentrating on connecting with brands that want to reach customers in innovative ways through digital and social initiatives that leverage custom branded graphics that live in our app. We also have the capabilities to add AR and white label so we are always exploring what’s next for the app!