These 15 automatically-looping Web domains are themselves each composed of two words separated by a period (or “dot”) which complete (in a close paraphrase anyway) a quote which is attributed to Marcel Duchamp.

It reads:

He(dot)took
…
An(dot)article
…
Of(dot)life
…
Placed(dot)it
…
So(dot)that
…
Its(dot)useful
…
Significance(dot)disappeared
…
Under(dot)the
…
New(dot)title
…
And(dot)Point
…
Of(dot)View
…
Created(dot)anew
…
Thought(dot)for
…
That(dot)object
…
Per(dot)iod

“He CHOSE it. He took an ordinary article of life, placed it so that its useful significance disappeared under the new title and point of view – created a new thought for that object.”

By gradually unveiling Duchamp’s conceptualization of the readymade, Dullaart gives new life to the concept of the readymade itself.

The readymade is interesting not so much as a theoretical default, but more as a necessarily shifting ideal.

One way to read the readymade is to say that it shifts an ordinary object into a different context and, by doing so, allows the viewer of the work to see it for itself – divorced from any use value.

If the term were to be confined to physical commodities like snow shovels, then it might not be relevant in a world of both physical and virtual commodities – snow shovels and snow shovel websites.