Interview with Massimo Agostinelli, creator of "Freeze"

"Change is the only constant, the key is to be able to adapt."

Interview with Massimo Agostinelli, creator of "Freeze"

Could you first introduce yourself to the reader?

I'm a text artist & activist.

Describe your work at Frieze London in 3 words. 

Change your perspective.

What is the premise of “FREEZE” and what inspired this work?

‘Planet Earth’ is our ‘Eternal Path’ - therefore everything else is secondary, we must shift our focus to sustainability and raise awareness every chance we get.

Why did you chose Frieze London for this piece of arts intervention?

Frieze is a homophone of Freeze and London is the most significant.

What do you hope art intervention will achieve?

To change peoples perceptions in order to trigger action; this is a movement.

How have Olafur Eliasson and Andy Goldsworthy influenced your artistic work?

Their works are made by Mother Nature mine is Manmade, in order to demonstrate the fact that we hold the power but must use it for good.

Did you face any particular challenges during the project?

There were many challenges but the biggest challenge turned out to be a blessing indisguise; authority surrendering to raw truth and logic.

How did you get into an arts job?  Have you also worked outside the arts?


Have you noticed any changes in the arts industry? If so, what?

Change is the only constant, the key is to be able to adapt. I have evolved my process and sustainability is at the root and forefront. 

You’ve been granted the ability to send a message to 16-year-old you. What do you say?

Best case scenario you have about 700,000 hours left at an outer limit. Use them wisely and remember to help yourself before helping the other 8 billion people.

Do you have any advice for young people interested in doing your kind of job?

It’s not a job, it’s a way of life.

Header Image Credit: Courtesy of Giorgiana Theiler


Sienna James

Sienna James Voice Team

Sienna is the Voice Assistant Editor and author of the Creative Education series. A de-caf coconut-milk latte gal who spends most of her time in Cambridge cafes, Sienna is currently on a gap year before studying History of Art at the University of Cambridge.

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