The project consists of three different tours (mis)guiding participants through the shopping centre Wien Mitte – The Mall. Each tour focuses on a different aspect of the shopping mall: architecture as the backdrop of consumerism, a playful approach to the numerous sensations we are confronted with in a mall, and the stories of everyday commodities.
The project SHOP ON – SHOP OFF TOURS aims to critically question not only the spaces dedicated to shopping in our cities, but also our habits and routines related to the everyday activity of shopping. For this purpose, three different tours with audio guides were developed leading participants through Vienna’s largest inner-city shopping mall Wien Mitte – The Mall. Yet, the focal point of the project is not the daily hustle and bustle of the mall, but rather the individuals with their own experiences and perceptions. How does one use the space particularly, if one’s conception of a familiar place is changed? In that sense, the three tours are (mis)guiding participants through the shopping mall by addressing the following three different aspects: “The Staicase to Heaven-Tour” offers a reflection on architecture and its role in creating the backdrop of consumerism. “The Sensation Seeker-Tour” shifts our perspective on the numerous sensations and temptations we are confronted with in a mall. The third tour, “The Product Placement in Spar-Tour” focuses on the stories of food products that we deal with on a daily basis.
- June 2019
- Ilkin Beste Cirak
- Frank Daubenfeld
- Clara Hirschmanner