The Unreal Estate Guide to Detroit by Herscher Andrew

Author:Herscher, Andrew
Language: eng
Format: epub
Publisher: The University of Michigan Press
Published: 2018-05-15T00:00:00+00:00

Secret Pizza Party

Secret Pizza Party was a design studio founded and run by Josh Dunn and Andy DeGiulio, two graduates of Detroit's College of Creative Studies. As well as doing commercial work, the studio also engaged in ambient advertising campaigns in which signs were posted on the facades of abandoned buildings throughout Detroit. These signs depicted slogans that ran from the vaguely exhortative (“Make Things Better”) to the enigmatically descriptive (“The Whole Why World”).

The campaigns conducted by Secret Pizza Party exploited the surfaces of abandoned buildings as public space available for speech acts to a collective audience. These speech acts, though formatted like advertising, were conspicuously open-ended. “Make Things Better” seems an appropriate injunction to be made in Detroit, yet it does not describe what should be made better, who should make things better, and how things should be made better. “The Whole Why World” (from a 2006 New York Times article on second-graders, one of whom mistranslated the phrase “the whole wide world”) similarly points to a city whose mysteries, challenges and problems continually provoke the question “why?” Both campaigns, then, alluded to Detroit's constantly narrated problems but left the identification and potential solutions to those problems unspecified and so up to its audience to determine.

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