Invited to showcase our work in the Design Fair in Frankfurt,
we began with the exhibition theme – "Private Identity" – and adapted it into our response: a pop-up t-shirt store as a commentary on the t-shirt's status as the ultimate embodiment of self-branding. We created a series of 500 unique t-shirts, offering 500 individual identities to the shopper. As each shirt was purchased, we photographed the buyer with their new acquisition. The photograph then was placed where the shirt once hung. As the show progressed, the pop-up shop transformed into a pop-up exhibition: a gallery of portraits revealing views of self-perception and identity.

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