The notion „soft fact“ was first introduced in the McKinsey 7S Framework, a management model developed by business consultants Robert H. Waterman, Jr. and Tom Peters in the 80´s. Interacting with the Hard Elements (Strategy, Structure, Systems), the Soft Elements (Shared Values, Skills, Staff, Style) are also considered as crucial for the success of an enterprise or project.
A "soft fact" is a not or non-objectively quantifiable and measurable quantity that forms a "non material reality”.As this, it was chosen as the title of the second solo show of Maja Rohwetter at Domeij Gallery.
She pursues a structured conceptual approach to painting that oscillates between the diffuse and the rational. She questions the variables in construction of a picture and representations of reality. Departing from physical or computer based virtual realities, her source material is often going through a multi-layered media transfer between computer graphics, painting, collage and print.Seemingly arbitrary forms that are hard to grasp in terms are the main motifs in her imagery.Attitude, belief, individual skills, emotion and intuition are the motor of her visual decisions.
When exhibited, the interaction with the „hard facts“ comes more into focus:The choice of material, canvas-size, the actual exhibition context, economic preconditions of time and money.The paintings show “soft facts” rather than telling stories. Yet, they feel precise. They invite the individual viewer to construct his own reality or meaning, leaving space for the non-quantifiable.