About


(Aisthanomai: ‘ahee-sthan’-om-ahee’):

From aiō, “to perceive, to understand by the bodily senses”. Know by doing.

Aisthanomai was an idea developed by the Ancient Greeks, arguing our physical senses are the key to perceiving and understanding the world around us. Where feeling is the link between perception and memory, it is also at the core of knowledge. This was the foundation for the study of Aesthetics, a theoretical discipline based on sensory cognition. But where modern Aesthetics relies heavily on academic work that debates values in aesthetic appreciation, such as the question “what is art?”, the concept of Aisthanomai refers to the creative impulse that can be found anywhere, at any moment in our daily activities.

In a strange and broad sense, to perceive is to identify with (i.e. kinetic empathy). In this way, our appreciation of life is learned though our experiences. In the purest sense, it is a series of moments: the stimulus, the thought, the action, and its reception. Creativity and imagination are efforts to connect to this process. We appreciate, condemn, bestow, honor or ignore these moments, but they are everywhere, all the time. It’s up to us what we make of them.

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