Experience with Stroomversneller: The Cowan Paradox - Sjef van Beers

In the exhibition *The Cowan Paradox and Other Inconveniences*, artist Sjef explores how technological innovations in households have not necessarily led to time savings. This phenomenon , known as The Cowan Paradox— named after historian Ruth Schwartz Cowan—shows that despite the introduction of appliances such as washing machines and vacuum cleaners, the amount of housework did not decrease between 1870 and 1970. Sjef links this paradox to self-checkout scanners in supermarkets—a technology that presents itself as automation but in fact shifts the work onto the consumer. The exhibition consists of various video installations that explore the relationship between the supermarket, technology, and household work.

The creative process: a blend of research and technique

During the process, Sjef collaborated with programmer Ibo Ibelings to develop the software for the video installations and received help from fellow artist Sjoerd Mol in working with the 3D software Blender. He delved into the history of supermarkets, with a focus on Albert Heijn, and visited the National Cooperative Museum in Schiedam and the archives of the Albert Heijn Heritage Foundation. The process consisted of literature research, visual sketches, and studio visits for feedback. With contributions from designer Bart Hassink and curatorial support from Marijn Bril, Lieke Wouters, and Youri Apello of POST, four installations featuring video works that combine 3D animations, graphic stills, and video footage were created. The exhibition took place in October 2024 in the display window of Shared Workspace Arnhem and was documented by photographer Eva van Boxtel.

Artistic Development and New Insights

This project gave Sjef the opportunity to work with Blender for the first time and gain a deeper understanding of 3D models. He also discovered the value of archival research as a way to incorporate historical context into his work. An important lesson was to use not only academic articles but also books as sources of information—which are often more accessible and rich in insights. In addition, he learned to strike a balance between explicit theory within the work itself and explanations provided through accompanying texts.

Experience with Stroomversneller

Sjef looks back positively on his experience with Stroomversneller. The application process was clear and transparent, although he noted that it was more extensive than his previous application in 2021. This meant more work, but it may also have led to better preparation and a sharper focus for the project.

Tip for Future Applicants

Don't be afraid to step outside your usual way of working.

Experimenting with new techniques and research methods can greatly enrich your work. It’s also helpful to start working on the application well in advance, so you can get a clear picture of what your project needs and how best to present it.

You can find more information about Sjef here.

About Stroomversneller

Stroomversneller a grant program that supports new initiatives in their artistic development by giving them room to experiment. The goal is to help these initiatives gain momentum in an accessible way, without too many restrictions or obligations.

Click here for more information about Stroomversneller.