As Original Identity seeks to open itself more widely to the public, giving its façade a stronger identity and visibility, and bringing out the artistic character of the space, has become especially important.

Hung at just the right scale on a white wall, the work breaks the repetitive look of the street front and, with its vivid colors, reveals the personality of the space, like an
observing eye
watching the crowds go by. In the afternoon, the play of sunlight and shadow lends the façade an ever-changing beauty.
At first sight, what strikes us is the painting’s relatively large size and its round shape.
The circle breaks with the familiar, traditional square format of painting. At the same time, three sharply contrasting concentric rings —
a black ring, a red ring and a ring of mixed colors — produce an artistic effect that is impossible to ignore.
Rich red paint is laid over many layers that bleed into one another; beneath the dense, heavily textured red, the viewer can glimpse boundless content and color.
The red ground beneath the black texture covers the center, forming an organic whole, even though the three rings appear clearly distinct. The strong, deliberate contrast between red and black heightens the effect of the center, and the viewer’s attention is drawn to the mysterious black core.
It suggests that the center is a doorway to the infinite: like the black pupil of an eye, the closer we come to it, the more the observer’s individuality dissolves into its inner uncertainty.
The outer ring has an entirely different dynamic. Colors, curves, droplet shapes, lines and all kinds of freely flung patterns burst across the canvas with forceful energy. Through successive transparent layers of blue and green, the artist creates a rich, vibrant surface with remarkable depth and texture.

Cerj Lalonde was born in Canada in 1954 and now works from his studio in Miami.
He is a remarkably versatile artist. Over the past twenty years he has moved from painting to photography, and from digital technology to installation, presenting a rich and varied body of work that seeks, each time, a new way of communicating with the viewer.
His work lies between art and technological experiment, seeking to enter into dialogue and to create new forms of exchange between the public, the artist and the exhibition system. It uses a language that moves between lyrical and geometric abstraction, and actively incorporates a critique of elitism in contemporary art, in pursuit of an artistic vision that speaks straight to the heart.