What is «ordinary»? It’s all a question of attention. Looking with a focused gaze at something ordinary, to which one previously attributed no value, can considerably expand our conception of images, objects or situations. A certain perspective can make unnoticed correlations visible and thus construct meaning that can be argued about. The ordinary is never «simple», but only an excerpt and aspect perceived as such from our multilayered and specifically learnt environment and routine. The ordinary is also not synonymous with the «usual», i.e. with habits, traditions or rites that have been established over time. The ordinary is always emerging anew, even now, in this moment. The crucial thing is to discover it.