PROJECT ASIA, BY PSJM

The censored work “Project Asia” was born as a proposal for public spaces. Specifically, it was placed in the Plaza Mayor of Gijón, from where it was withdrawn due to pressure from the Adidas brand.

In the line of work developed by PSJM, the team-brand targets the contemporary universe of brands as creators of symbolic values, abstract identities that shape the individual’s own identity. The great multinational trademarks, true symbols of capitalist democracy born in free countries, base their race towards maximum profits in the exploitation of Asian workers. For these large corporations, locating their factories in countries where labour conditions for workers are ignored, or where they even prohibit unionism by means of threats, does not pose any contradiction to the messages later transmitted to forge their brand values, always related to individual freedom and the drive for self-improvement.

“Project Asia” presented four of these brands in lit displays under one and the same slogan, MADE BY SLAVES FOR FREE PEOPLE, pointing out the irony in the values that they really represent.

http://www.psjm.es/index.html (works 2004-2008)