Picasso

Picasso

In John Maeda’s book, the first of his 10 “Simplicity” laws is “Reduction.” Israel-based SIT Systematic Inventive Thinking teaches that ‘subtraction’ (removing features from products) can be a powerful tool for innovation, when most of us try to practice ‘addition’ (adding new features on). 

Here is an interesting example, found in a bank not generally noted for innovation.

Israel’s Bank Leumi will open an exhibition this very evening titled “Secret Art.” The 250 works of art are all unsigned. They carry price tags of  NIS 2,000, NIS 4,000, NIS 6,000 and NIS 8,000. The money from each work that is purchased goes to the artist. 

Generally, we assume that the name of the artist is an inseparable part of the work of art itself. Obviously we need to know who the artist is. And generally, the name, as a brand, strongly affects the market price. 

But why? Why not remove the name, and let people judge based on the work itself? Why not subtract something assumed to be highly essential – and see what happens? 

If you live in Tel Aviv, you can view the exhibition until Jan. 2 at the Leumi Mani building, on 34 Yehuda HaLevi St.