The life you save may be your own
At the PSFK conference a few weeks back we heard a keynote given by Rob Walker. His talk was about a project called Significant Objects (website) which began by asking the question, “Why do we value what we value?”
The architects of the project collected thrift store items and asked writers to author an invented narrative about the item to see if the story foisted upon the object made would increase its value. “A participating writer is paired with an object. He or she then writes a fictional story, in any style or voice, about the object. Voila! An unremarkable, castoff thingamajig has suddenly become a “significant” object.”
“Each significant object [SO] is listed for sale on eBay. The SO is pictured, but instead of a factual description a newly written fictional story is used. However, care is taken to avoid the impression that the story is true; the intent of the project is not to hoax eBay customers. The author’s byline will appear with his or her “story.” The narratives have thus far, proved the hypothesis—a story will add significant value to objects. By the way, a portion of auction proceeds goes to charity.
While preparing to write this post, I got to thinking about what I value. What is the thing that, having three minutes to escape a burning building, I would risk my life to save? My vintage Levi’s jacket, Ann Demeulemeester boots, my grandmother’s engagement ring? Nope, the answer for me is a box. It’s a box of keepsakes, mementos. There is not a single thing of actual value in the box as the contents are mostly old concert tickets, magazine clippings, random photos, notes, business cards, etc. But as a collective they can probably give one a good sense of the story of my life and are therefore deeply significant (if to no one but me).
Which really is the point of Significant Objects, AND the utterance of “rosebud” in Citizen Cane, AND the point of Don Draper’s “Carousel” monologue from Mad Men. We value not the thing but the meaning behind it–the story. So quick, your building’s on fire; what’s in your “box?”
