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The glow of neon was always welcoming, a beacon in the darkness that invited you in. That is what I'm aiming to create. Common events that bind us by our day-to-day experiences in this current milieu we find ourselves. Something everybody can relate to and call their own. I want this brand to feel like the corner store or the bar
or restaurant where they know your name.
Part of this is hard to explain, it’s metaphysical and romantic, something you “feel” more than understand. I prefer the evening and night over the morning and the daytime. The energy is different, there is a certain urgency and bustle to the day, everybody rushes around in the morning getting to work and class. People are busy all day, no time to chat, have to get to the next place. The evenings and the night, and the people who inhabit them, all have a different vibe. It's slower, more deliberate, far less crowded. You meet the most interesting people late, all of the favorite stories from my life start after the sun went down.
There is something about the emptiness and stillness of the night. Having the highways and the city to yourself with a few other night owls. It’s as if there is an immediate kinship with the others you find stalking the night under the welcoming glow of neon. I feel that way about us, when you find a person who has “7-11 nationalist” in their bio or have read some of the same works or are lamenting the loss of the mall experience in a thread, you have an immediate kinship with that perfect stranger.
I go outside late in the evenings a lot to have tea or coffee and a snack. There is a raccoon (a few actually, along with the occasional fox and possums) that come in from the woods. I always throw out scraps of food so they know they can rely on me for a quick meal. One night I saw the raccoon rummaging through the yard to see what he wanted to eat, he stood up, picked up a half-eaten piece of pizza with his front paws, looked at me, then took off into the night. I laughed and thought something along the lines "hey, we're not all that different, both having a late-night snack and enjoying the darkness."
Symbolically, the raccoon is all of us. Stuck in the garbage, stalking the nights, looking for meaning in something, living off the scraps of what was our civilization. Rummaging through all the broken people and broken things in the dark, hoping to find something worth saving.
Raccoons are the "men among the ruins," spiritually in how they operate. Making the best out of what they have even when it's not very much. I often see raccoons in dumpsters when I'm walking somewhere through back alleys and behind restaurants. I imagine raccoons probably don't like urban life very much, it's foreign and frightening. They would prefer to return to nature, but urban sprawl has surrounded them and trapped them. This is where they find themselves. The middle-children of raccoon history. This is where we find ourselves. No, I don't like it, I don't think any of you do. But I'm going to do the best I can with what I have.
Some native American tribes believed raccoons to be very generous and fiercely protective of their own little family and tribe. They are cooperative with each other and are often seen helping each other in their community, often bringing food back to the others who may be younger or older.
I see a lot of dead raccoons hit along the roads and highways where I live. I always try to be very careful and watch for them. Modernity is killing them in unnatural ways, not unlike the opioid crisis and suicides (deaths of despair) are killing us off. Raccoons have found themselves in this society they don’t fully understand and in many times are unable to deal with it enough to stay alive, despite their best efforts.
The neon 80s style is used to evoke the past while looking forward to creating a different future. The raccoon, a reminder to be resourceful, adapt, to thrive, and to always look for the meaning behind every pile of trash -- Like our humble little woodland friend.
Thank you for being here. It means a lot to me.
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Thank you, citizens!