Sector
Activism
Scope of work
Art Direction UX & UI Design Set design Photography
Keep Away From Fire is a protest against consumerism and the thoughtless exploitation of the Earth, presented in the form of an exclusive pop-up store. The spatial arrangement—clothing, photographs, animations, and sound—imitates the aesthetics of a clothing shop while simultaneously undermining its purpose. Objects marked by traces of destruction, along with tags containing data about production's environmental impact, reveal the hidden costs of consumption. The exhibition uses the language of commerce to critique it, and instead of encouraging purchases, it prompts viewers to reflect on their own choices.
In developing this work, I combined multiple creative disciplines to create an immersive experience. The store featured specially designed soundscapes and scent, allowing visitors to fully immerse themselves in the brand's world—only to realize they are being manipulated by the same techniques real stores use. Through this project, where I controlled every element—from space design to sensory details—I was able to express my concern for the planet and speak out about the environmental crisis. By using the polished language of luxury retail, the installation doesn't just criticize consumption from a distance; it lets visitors experience the uncomfortable feeling of wanting something they know is harmful, ultimately encouraging them to rethink their role in the system
