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Simon Fujiwara: We’ve Seen This Before
Simon Fujiwara: We’ve Seen This Before
3:24
Video Transcript

SIMON FUJIWARA: This is one in a series of works that reference Picasso. And I do ask myself why there are so many references to Picasso from Who the Bær. I would imagine one of the answers from Who the Bær would be: When you think of an artist, you think of Picasso.

Who the Bær is a character I developed during the lockdown, during the pandemic. So Who the Bær is an image of a bear, and not even a real bear. They live in a world of images. They have no gender. They have no race. They have no nationality. They don't even have a clear design. But one thing they do have is this desire to become an image. They live in this world of images constantly transforming into every image that they see.

There are several strands to the Who the Bær universe. In one of the strands, Who the Bær deals with art history, and transforms iconic paintings and artworks. The painting is a reference to Picasso’s ‘Massacre in Korea’ a commission, a kind of piece of propaganda to talk about the war that was happening in Korea. I thought that this idea of making a painting that operates as propaganda is somehow difficult to reconcile as an artist. And also somehow very relevant today because pictures are so utilised and art and digital images are so much in an economy today. I thought what would be interesting would be to think about Picasso’s motive for making this painting which is to bring attention to a war, a massacre.

And when I started thinking about that I had this image in my mind immediately. At the centre of my version of this painting, there needed to be someone asking you to look at a picture. It was the image of a figure thrusting, a picture of the ‘Guernica’ to soldiers. When Picasso approached the subject of the Korean War, having never been to Korea. It’s alleged that he only saw it as a picture in the newspaper. He decided to lean on art historical references. So, he looked at the painting of ‘The Execution of Emperor Maximilian’ by Edouard Manet, and the execution by Francisco Goya. And I thought, this is already a kind of meta-image that Picasso’s painting is a picture of a picture of a picture of war. And so, we're not dealing with an image of war. We're dealing as well with a history of images. I wanted to put yet another picture inside that. I chose the ‘Guernica’ because it’s sort of what we think of today as the ultimate image of war. And this sort of freed me to make many paintings inside the same painting. The left and right as almost two different paintings, and the ‘Guernica’ as a third painting in the centre.

Simon Fujiwara shows that images don’t just document history; they mediate and construct it.

Images can shape history, identity, and our sense of reality. Whether in paintings, propaganda, social media, or photojournalism, they influence what we believe to be true. Artist Simon Fujiwara explores this power through his character, Who the Bær, a figure without a fixed form, constantly transforming as it absorbs and reshapes the images around it. Without a fixed gender, race, or nationality, Who the Bær mirrors how visual culture constructs and reconstructs meaning in an era where people create, share, meme, remix, and reinterpret images with unprecedented speed.

A central thread in Fujiwara’s work is his engagement with art history, including the legacy of Pablo Picasso. Commissioned by M+ for The Hong Kong Jockey Club Series: Picasso for Asia—A Conversation special exhibition, Fujiwara’s dialogue with Picasso’s Massacre in Korea, a painting inspired by earlier works by Goya and Manet, highlights how Picasso painted a war he had never witnessed, relying on visual references to construct his work. But can an image of war created from second-hand sources still claim to be an act of witnessing, or does it become a form of visual propaganda? Fujiwara extends this question, situating Who the Bær within an ongoing dialogue about images’ power to distort and define reality.

Engaging with Fujiwara’s work might prompt us to question whether we see pictures as accurate records of history or as highly mediated, ever-changing interpretations. By inserting Who the Bær into this lineage, Fujiwara highlights the instability of images and asks: If history is constructed through images, where does that leave truth?

Video Credits

Produced by

M+

Production

art/beats Berlin

Director

Olga Siemons

Production Manager

Felix von Boehm

Camera

Lovis Pangratz

Lighting

Lovis Pangratz

Sound

Lovis Pangratz

Editor

Sejeong Oh, Nica Hoffschrör

M+ Curatorial Research

Hester Chan

M+ Producer

Ling Law

Subtitle Translation

Cecilia Kwan

M+ Text Editing

Amy Leung, LW Lam

Special Thanks

Simon Fujiwara, Esther Schipper, Doryun Chong, Leah Turner, Sewon Barrera

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