Beneath the Heavens

By: Gustav Hoiland

Oct 03 2012

Category: architecture


Focal Length:17mm
Shutter:30 sec
Camera:Canon EOS 5D Mark III
Above the Table

The pink brain tubes all a’flame with what could potentially be the purest of marketing endeavors: the entrepreneurial feel-out. Of preliminary due diligence before even considering a new idea seriously. Where one tackles the important questions: is there an obvious product/service already fulfilling this need that I’m totally missing? Is there a definitive reason why there isn’t such a commercial solution available?

And that’s where the fun either begins or stops. Often it’s the groaning “Ohhhh, of course. Yep. There’s already 283912724 companies serving this niche, I just didn’t know.” But occasionally it’s the pure dumbfounded silence, tinged with a strange anxiety that time is already running out to fill this undiscovered crevice in the world of economic activity.

And does any of this have anything to do with the above shown incredible ceiling? (By the way, the “great idea” is not to frame photos of nice ceilings specifically to be hung on one’s ceiling, though there may be a market for that. Art to look up to.) Not really. But kind of. It involves the built environment and its inhabitants, I think.

Back to frenzied interneticular research.

2 comments on “Beneath the Heavens”

  1. Dude. Seriously. How do you do this. Your photos ate awesome. Your stories equally compelling. Totally impressed.

    Sent from my iPhone

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