From ECF: We used projection because “the creation of a space begins with a scene”. We wanted to explore how a scene can completely transform the perspective of a space.

Taking the idea of inception, we decided that what defines a product’s meaning i.e “dining chair” is the scene that it is in, i.e Dining room. Therefore what we wanted to do was see if we placed the chairs in a different “scene” to the expected, would it redefine the meaning of the product and therefore challenge the viewers perspectives.

ECF
ecf.com.au