If certain products on offer are all the same and only differ in price then one buys the cheapest, doesn’t one? What happens if 50 identical bags are for sale but all differently priced? Is it the cheapest which is […]

If the price of a product is increased rather than reduced this can be a positive purchasing consideration if it is expressly indicated that there are reasons for it. One is willing to pay more it seems for a T-Shirt […]

This project unravels unconscious positions and inconsequent motives that are hidden behind the apparent superficial choice for a brand or label. In the endless world of identity and image it provides the lost individual a definite advice.

Shelves filled with ‘need to have read’ books are status symbols, even if the owner has not actually read them all. This bookcase is already full of important works of world literature. It is left to the owner to replace […]

Your Choice also points at branding. Claudia Linders asks visitors to remove the so cherished logo from their design clothing and replace it with an “Unlabeled” tag. She needs 1700 names in order to make a label dress out of […]

Maartje Steenkamp Highchair, 2003 The Highchair is a thoughtfully crafted piece that adapts to your child’s growth. This chair becomes smaller as the baby grows — a process guided by notches along its legs, marking each developmental stage. When the […]