:iidrr
PLATFORMFounded in 2020, :iidrr is an artist-run gallery and platform focusing on new media art and trendy cultures. With a mission to support artists who are critically engaged in new technologies and cultures, :iidrr collaborates with both established contemporary artists and up-and-coming creatives who are at the beginning of their careers. Our exhibition space gives the public year-round access to expansive, new media-focused art experiences, performances, and artist talks, which offers an illuminating glimpse into a vibrant visual culture. Together with our artists, we seek to bridge the gap between established media art forms and trendsetting cultural expressions.
APRIL 17, 2025
Interview with :iidrr founder Shuwan
Interview with :iidrr founder Shuwan
How did :iidrr begin, and what was the original idea behind it?
:iidrr launched in 2020, really just from a simple idea among friends—we wanted a space where artists could freely explore new media and contemporary culture without pretense. Back then, it was just a handful of us in a small studio, fueled by curiosity and a shared itch to create something genuine. The goal was always to encourage open conversation, experimentation, and organic growth - somewhere artists could engage deeply with today’s digital and cultural shifts, at their own pace.
:iidrr launched in 2020, really just from a simple idea among friends—we wanted a space where artists could freely explore new media and contemporary culture without pretense. Back then, it was just a handful of us in a small studio, fueled by curiosity and a shared itch to create something genuine. The goal was always to encourage open conversation, experimentation, and organic growth - somewhere artists could engage deeply with today’s digital and cultural shifts, at their own pace.
In your curation process, how do you balance the needs of established artists and emerging creatives?
We see ourselves as part of a broader creative ecosystem, where every artist brings something unique to the table. It’s less about "balancing" and more about recognizing what each artist needs. Established creators often come to us to experiment - maybe with new tech or formats they haven’t tried before. For emerging voices, it’s more about providing a platform and guidance, so their work gets the attention it deserves. But really, it’s a two-way street: everyone learns from each other here. The key is keeping the space supportive, where people aren’t just “featured” but truly engaged—whether they’ve been in the scene for years or are just finding their footing.
How would you define an “:iidrr artist”? What qualities or interests do you look for in their work?
Being an “:iidrr artist” isn’t about fitting into a specific mold—it’s about a mindset. We look for artists who are curious about the intersections of technology, culture, and lived experience. People who reflect honestly on the world around them and who are willing to experiment, even when the results are messy or unfinished. Some use digital tools, others mix traditional media with contemporary ideas. What connects them is a shared sincerity and a desire to challenge boundaries—not just in art, but in how we relate to one another.
What does “new media” mean in the context of your programming at :iidrr?
For us, new media isn’t just about using the latest tech—it’s about creating new relationships between art and audience. Our exhibitions often feature interactive works, digital pieces, or projects that unfold on social platforms. But what truly matters is how these works invite people in, spark dialogue, and evolve over time. We see new media as a living space where ideas can shift and adapt, opening up unexpected ways to connect and reflect. It’s less about novelty, more about meaningful engagement.
Trend culture is often seen as ephemeral—how can it serve as a basis for serious, engaged artistic expression?
We see trend culture as a mirror—it reflects the anxieties, joys, and curiosities of our current moment. While trends can be fleeting, they often point to deeper emotional or social undercurrents. At :iidrr, we treat trends not as surface-level aesthetics but as starting points for conversation. By digging into them, artists can uncover layers of meaning that go far beyond the trend itself. In this way, what might seem momentary becomes a lens to explore long-term cultural shifts and personal experiences.
How has New York influenced :iidrr’s approach to art and curation?
New York constantly pushes us to stay present and responsive. The city’s diversity and pace challenge us to think critically and remain rooted in authenticity. We’re inspired by its collisions—between old and new, tradition and experimentation. Being here has taught us to be both bold and humble, to listen carefully, and to honor the many voices that shape our community. Our work at :iidrr reflects that spirit—curious, grounded, and always in motion.
Can you walk us through :iidrr’s curatorial process? How does a show come together?
Our curatorial process is collaborative from the start. We find work through many channels—festivals, online platforms, direct outreach—and we spend a lot of time just listening: to the work, to the artists, and to what feels timely. From there, we build a shared narrative, one that allows space for the unexpected. We work closely with each artist, not to control the outcome, but to support the evolution of the exhibition as a living dialogue. The final result is always shaped by that process—fluid, honest, and rooted in care.
Looking ahead, what are you most excited about for the future of :iidrr?
We’re excited to keep expanding the conversation—across disciplines, cultures, and communities. Collaborating with technologists, social thinkers, and artists from all walks of life brings fresh energy and perspectives. We hope to keep creating spaces where experimentation is welcome and where art continues to reflect the complexities of the world around us. More than anything, we’re committed to staying open—to each other, to change, and to the process of making meaning together.
In sharing this, we hope to offer more than just a behind-the-scenes look at :iidrr—we want to share the heart of our practice. Everything we do is rooted in care, curiosity, and collaboration. We believe in the power of community, and we invite others to join us in imagining new ways to engage with art, technology, and the cultural questions that shape our time.
We’re excited to keep expanding the conversation—across disciplines, cultures, and communities. Collaborating with technologists, social thinkers, and artists from all walks of life brings fresh energy and perspectives. We hope to keep creating spaces where experimentation is welcome and where art continues to reflect the complexities of the world around us. More than anything, we’re committed to staying open—to each other, to change, and to the process of making meaning together.
In sharing this, we hope to offer more than just a behind-the-scenes look at :iidrr—we want to share the heart of our practice. Everything we do is rooted in care, curiosity, and collaboration. We believe in the power of community, and we invite others to join us in imagining new ways to engage with art, technology, and the cultural questions that shape our time.