Poster light box installation, box installation, booklets, 1 CH Video

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I+CARE mimicked a set of IKEA instructions for imagined self-care, DIY medical equipment for a home in the near future. The “Do It Yourself” culture constantly being marketed to us as a form of empowerment, is, in fact, a cost-cutting measure where labour previously done by employees is being offloaded onto consumers. These surrealistic instructions for home equipment mock the ubiquity of commercial ads for DIY products and expose their system of influence. These impossible health machine DIY kits portray a future where one imagines that every stress-related medical problem could be solved by oneself. I+CARE intends to illuminate the anxiety of living in non-permanent residences in a capital-oriented society as well as the rhetorical power of positive lifestyle marketing permeating urban culture through “do it yourself” and “self-care” commercial ads.