'REALITY OF BRANDING' Shop! Exhibition, KK Outlet

An Interdisciplinary Project in which the BA Graphic Design, Graphic Design & Photography and Illustration & Animation students had to collaborate together. The name of the Brief was 'Shop!' and the 15 chosen groups were able to exhibit their pieces in the KK Outlet Gallery in London, Hoxton Square.


My group concentrated on the branding and its reality. Our piece challenges the glamorisation of the tag-line against the perceived reality behind consumer purchasing as the brands are constantly conjuring new ways to capture consumers with the fantasy of an idealistic lifestyle. We questioned Harrods costumers as well as other places what made them shop in the exact shop and why, their answers were nowhere near to the tagline reasons such as 'I want The Best of Nothing' or 'Because I'm Wort it' Instead we got reasons like: 'My Wife Gave Me a List', 'I Just Get it From Anywhere' or 'Because I'm from Holland'. We tried to show this by putting tshirts with both; brand tag-lines and real reasons and placed them on a rail, then most of the brand tag-line ones on the floor to show they're not really as important and effective as it seems.