Cem Hasimi - Alienated / LTAA Spotlights #1

Cem Haşimi’s new immersive experience “Alienated” met with art lovers at W1 Curates on Thursday, January 11th. “Alienated” is a unique experience that triggers the senses and emotions of its audience with its dynamic and colourful visual narrative and energetic melodies. This spectacular and dazzling experience is open to the public on the minus first floor of the Flannels store until Sunday, January 28th 2024.

We are grateful for the opportunity to speak with Cem Haşimi about his thought-provoking project “Alienated” and his experiences working as a Turkish art director in London. Our conversation offered valuable insights into the emotional and cultural dimensions of displacement, identity, and belonging—central themes that shape both his artistic vision and creative process. His perspective not only highlights the challenges of navigating the international creative industry but also reveals the richness that comes from cross-cultural dialogue and personal storytelling.

1- Could you share your career journey with us, from studying graphic design in Istanbul to becoming a senior art director in London?

I graduated from the Graphic Design Department at Marmara University Faculty of Fine Arts and began my career in the advertising industry as an art director. In 2016, I made a bold decision to move to London with my wife. After gaining both full-time and freelance experience in London, I decided to continue my career as a freelance art director. 

Currently, I work with several advertising agencies and companies, offering my services as a freelance professional.

2- How has your background in graphic design influenced your role as an art director?

My background in graphic design has helped me enhance the communicative power of my work as an art director. I have gained a deeper understanding of the strength of design and the importance of visual storytelling. This experience has allowed me to create more striking and impactful projects in my role as an art director.

3- Are there specific advantages or privileges that London offers to art directors? Which ones do you find particularly valuable?

Yes, London offers many advantages for advertising art directors. First and foremost, the city is considered an international hub for advertising and marketing, which provides opportunities to work on global projects and gain experience in diverse markets. Additionally, London has a vast creative industry network, making it easier to access new job opportunities. In terms of artistic inspiration, the city is full of museums, galleries, and cultural events that continuously fuel our creative work. Overall, these advantages that London offers are highly valuable for advancing a career in advertising art direction.

4- Can you talk about how being in London has shaped your creative approach and perspective?

Being in London is both an immense source of inspiration and a factor that heightens competition, as it brings together talented creatives from around the world. This dynamism encourages you to explore different creative paths and pushes you to be more innovative. Being exposed to new and diverse perspectives every day enriches my artistic understanding and adds variety to my work.

5- Could you tell us a bit about how your solo exhibition “Alienated”, currently on display on Oxford Street, came to life? What inspired this journey of an astronaut searching for their own planet in a vast and unknown universe?

The core purpose of the “Alienated” exhibition is to express the sense of alienation and lack of belonging I’ve experienced since moving to London. In that sense, the astronaut represents myself and others like me who have migrated. In my experience, moving to another country and trying to build a new life triggered feelings of smallness in an infinite universe and a search for belonging. Fragmented and distant relationships with people led me to question more deeply and feel further detached. Digital art and production became tools for expressing a purpose that helped me heal and feel closer to where I belong. This exhibition is a reflection of that process.

6- Could you briefly walk us through the entire process, from the emotions, colours, and music, to the exhibition space itself, W1 Curates?

The creation process of the exhibition was quite extensive and involved many stages. Initially, I focused on building the exhibition on an emotional foundation. Since the goal was to convey emotional experiences, it was important to translate those feelings into artistic expression. Colour became a tool that reinforced this emotional expression.

Each artwork’s colour palette was carefully selected to evoke specific emotional tones.

Music plays a significant role in my work. That’s why each piece features music specially composed to accompany it, helping to deliver an emotional experience that aligns with the visual narrative. Through your platform, I’d also like to thank my musician friend Olivier Van de Braak, who created truly special compositions for me.

The venue, W1 Curates, provided the perfect setting to complete this emotional experience. The interaction between the artworks and the space allowed viewers to form a deeper connection with the exhibition, which aligned perfectly with its intent.

In conclusion, the creation of “Alienated” involved a combination of emotional, visual, and auditory elements, with the aim of offering viewers a truly unique experience.

7- As an artistic and communicative tool, how does an “immersive experience” differ from other artistic techniques? What is the thinking behind your preference for this medium, and what role does it play in audience engagement?

The “immersive experience” differs significantly from traditional art techniques because it brings the viewer closer to the artwork in a more personal and participatory way. In other forms of art, viewers typically observe from a distance and engage with the surface. However, through immersive experiences, the viewer steps into the art, feels like part of it, and interacts with it actively.

8- What are you planning after your current exhibition? What’s next for you and “Alienated”?

After this current exhibition, I plan to take a short break and then focus on new projects. In the future, I aim to create more work and share my art with a wider audience. After “Alienated,” I will continue telling new stories.

We once again thank Cem Hasimi for sharing his journey and for contributing meaningfully to the global discourse through his work.

Interview & Photography: Kaan Öncüoğlu