Social Sculpture: The 7000 Coffee Trees Journey
August 11, 2024Conceptual Foundation and Artistic Influence
Dung-Chuan Wen, a multifaceted artist and coffee professional, seamlessly merges his roles as an Australian Specialty Coffee Association’s Barista Championship judge and a coffee roaster to spotlight the profound impact of climate change on the coffee industry. Wen’s artistic journey, deeply inspired by the challenges of the Anthropocene era—especially climate change and species extinction—reflects his commitment to integrating art with pressing social issues.
Wen’s academic experience at Curtin University under the guidance of Dr. Andrew Sunley Smith, combined with the influence of Joseph Beuys’s concept of social sculpture and the Fluxus movement, has significantly shaped his unique approach to art. Beuys’s “7000 Oaks” (1982–7) and Rasheed Araeen’s ideas on the liberation of art from traditional confines served as key inspirations for Wen’s creation of the “7000 Coffee Trees” project, which merges art with environmental activism.
The Birth of “7000 Coffee Trees”
In 2021, Wen initiated the “7000 Coffee Trees” project, a long-term, Fluxus-inspired endeavor, in response to the devastating frost that hit Brazil’s coffee-growing regions. This project, funded through Wen’s graduate studies, sought to use art as a means of addressing climate change’s impact on coffee production. Wen purchased frost-affected coffee beans, transforming them into artistic expressions that included live coffee brewing demonstrations and the use of augmented reality (AR) technology. The project made its debut at the 2022 Rising Futures exhibition, where it combined traditional paintings with AR to engage viewers on a deeper level. Proceeds from the project were donated to World Coffee Research (WCR), underscoring the project’s mission to address the environmental challenges facing the coffee industry.
The Motivation Behind the Project
Wen’s motivation for “7000 Coffee Trees” stemmed from his firsthand experience as a coffee roaster, witnessing the catastrophic effects of the July 2021 frost in Brazil. The event led to significant losses for coffee farmers, which inspired Wen to leverage his expertise in roasting and his passion for art to support those affected. While pursuing his master’s degree in art at Curtin University, Wen studied Joseph Beuys’ concept of Social Sculpture. Inspired by Beuys’s “7000 Oaks” project and supported by a creative grant from the university, Wen launched “7000 Coffee Trees.” Through this grant, he purchased coffee beans from the affected farmers, roasted them himself, and organized a charity sale, raising $1,000, which was donated to World Coffee Research to help address the challenges posed by climate change to the coffee industry.
Expanding the Vision: Phase Two of “7000 Coffee Trees”
The second phase of “7000 Coffee Trees” aims to further develop the project by actively implementing the concept of social sculpture through the creation of a sustainable business model. This phase will focus on expanding the project’s business scope and effectively marketing the products.
“7000 Coffee Trees” represents more than just a business; it is a social enterprise model that combines high-quality products with a dedication to sustainable social and environmental development. Wen’s vision for “7000 Coffee Trees” serves as an exemplary model for social enterprises, demonstrating how art and business can converge to create meaningful social impact, and inspiring more companies to follow suit in their pursuit of corporate social responsibility.
Recognition and Achievements
“7000 Coffee Trees” has garnered significant recognition, being exhibited at the 2024 Australian Specialty Coffee Association Coffee Championship and being named a finalist in the 2024 Environmental Art & Design Prize. These accolades underscore the project’s impact and its innovative approach to addressing environmental and social challenges through art.