Hypermarkt, Berlin 2017
By infusing the packaging of our most basic commodities with values of branding and sports, Hypermarkt is a troll on the dynamic and often blurred ethical boundaries of design within young consumer culture.
Hypermarkt exhibits various daily consumer products with brand extensions from major sporting brands such as Nike, Adidas, Puma, etc... By using humorous, yet provocative undertones, Hypermarkt with leave more questions than answers – particularly on your next trip to the supermarket.
The project was fabricated online initially under the project’s title Hypermarkt.EU with all household products listed as collaborations with various brands yet sold out due to popular demands, a modern homage on artificial scarcity. With false marketing, Hypermarkt gained an instant hype from various youth-platform and social media.
Various products and packaging designs were exhibited at Fellini Gallery, Berlin, September– November 2017.
Due to trademark infridgements from Nike, Hypermarkt.EU had been removed.
The project has been featured in HYPEBEAST, Highsnobiety, GQ-Germany, Men’s Health & DesignTaxi.