Daniel Kuhnlein is a dedicated designer and web developer from Munich. Having grown up with computer technology as a means of creative expression, he has mastered a wide range of methods, techniques and tools for realising digital brand communication. In December 2003, he founded Standardabweichung Interaktives Design. Standardabweichung develops digital projects at the interface of brand, people and technology for companies, advertising agencies and cultural institutions. In the age of digitalisation, we are surrounded by a growing number of intelligent sensors and systems. They draw a data-based picture of our subjective lifeworld and provide insight into our habits, environmental conditions, motives and needs. This creates a fragmented profile of our personality, which can be completed through the right combination and networking of different data sources.

GOLDRUSH addresses the tension between our existence and an abstraction of it based on measured data. In virtual space, the viewer experiences the paradox of a juxtaposition with his data-based likeness. He is at the same time subject and also observer of himself. His likeness appears in the centre of the installation in the form of a dynamically generated data sculpture. Analogous to the error-prone interpretation of the data stream, its representation is subject to continuous change. Sometimes it appears incomplete and composed of individual fragments, sometimes comprehensive and detailed. Simultaneously, the viewer can move freely around his data sculpture in virtual space and gain a new perspective on himself. In doing so, he finds himself in a reciprocal relationship with it. His point of view and his actions have a direct effect on the data stream, whose interpretation and representation in turn stimulate a change in his behaviour.