19.06 – 04.07.2021
For the first
reclame presentation, Jungmyung Lee proposes a visual translation of “hamstering”. This expression, originating from the German Hamsterkauf, found use as hamsteren in the Netherlands during WW1 and was eventually co opted by Albert Heijn as a marketing slogan. Most recently, the notion was revived during the lockdown due to the negative effects of individual stockpiling. For Lee, this panic buying starts with the visual abundance of promotional messages intended to lure consumers. As a result, her overloaded, and thus absurd collage, proves to be inefficient and furthermore becomes an anti-marketing strategy in and of itself.
Jungmyung Lee is a typographer from South Korea interested in the intersection of human emotions and typographic forms. She manifests that typefaces have other interests besides words and her primary focus is telling stories and exploring the life of typefaces and their emotions.