Nothing Need Be Ugly 2010
![](https://freight.cargo.site/t/original/i/16613b3b85d9e76e621ac4d7bd6b208fafcf185ed82849ff37bd5b22e73879a4/Heals-00.jpg)
![](https://freight.cargo.site/t/original/i/c26ae2ae5888ba839082f67ebd79f6a8708ae8132ddeae638d6b4fd325fa56af/Heals-01_revised.jpg)
![](https://freight.cargo.site/t/original/i/811a3152360e304085b0c5a2e2d9c5e4d0ddfd3c0909090dcd300250774b4909/Heals-23.jpg)
![](https://freight.cargo.site/t/original/i/b690606cef37ead77b6039bcb9a22539e4d8c3c6d4c38b92ef9296815a813bef/Heals-33.jpg)
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.
Media : Mass-produced consumer products, window display, emails, HD video (5 mins)
Exhibition : Heal’s, London
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.
Media : Mass-produced consumer products, window display, emails, HD video (5 mins)
Exhibition : Heal’s, London