Heal’s is a modernist design store. I transform their brand into the iconography of a fascist state. I then license this the store, who mass-produce it across an entire product range: plates, mats, dishcloths, mugs, prints, cushions, doormats, stationary, mints, chocolates.

This project explores the hegemony of British behavioural norms. A matrix of class relations are embedded in strict linguistic and bodily codes: there are rules for standing up, sitting down, laying tables, drinking tea, blowing soup, walking down stairs. Modernist design can be seen to enforce these: its rectilinear forms, polished materials and artificial surfaces turn the home into space of normalization.

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Media : Mass-produced consumer products, window display, emails, HD video (5 mins)
Exhibition : Heal’s, London