Embodying Ethics : why and how?

Why am I working with archetypes?

• To understand the cultural DNA of archetypes and to have an insight on the metaphorical life cycle of an object.
• Vernacular language: a visual language that is easily understood by the viewer. The narrative to be more less ambigious in terms of the scenario being presented
• Provides a surreal perspective on the objects and presenting an ordinary object as extraordinary.

How is this Industrial Design?

All the objects have the potential of being mass produced. The objects don't loose their initial appropriate function as a jacket is still a jacket which is wearable. The project is positioned from an art perspective on critical analysis that embody ethics in a social context. So it is a combination of various elements of design, art and ethics