LG Five Project was initiated by LG company, in collaboration with the advertising office Shimoni Finkelstein, in order to raise awareness to the phenomenon of alternative reality we experience through TV and computer screens.
Design Mill was one of the five groups invited to take part in the project. Design Mill’s goal was to raise questions about the role of social media networks in our lives. In the space allocated for the exhibition, LG screens were trapped in a fishermen's net hung from a crane at the center of the space. Jumping carps were whizzing intermittently and human images were presented as trapped and failing to communicate with each other. The exhibit was planned and built technologically in the studio and transferred to the exhibition structure in the Jaffa harbor.
*LG FIVE PROJECT won a bronze statue in the design category of Cannes Lions International Advertising Festival
Production: Shimoni Finkelstein// curator: Maya Dvash// Jaffa Harbor//2009