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Omoiyari is a public artwork featuring a series of interactive augmented reality posters. It is a collaboration between Keiken and Paris-based artist Gabriel Massan.
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Posters are displayed around the busy streets of Soho in Central London, at The Photographers Gallery. Passers by are met with vivid posters that explore a speculative world. There are QR codes on the posters which activate Augmented reality where the audience can turn into a character from Keiken’s world.
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Omoiyari translates as compassion in Japanese. Each poster has a slogan similar to an advert, such as ‘fractal responsibility’. At such a central location, expressions of love, tenderness and otherworldly possibilities have a wide reach and can inspire us to expand the existing structures of our reality. They are subverting the idea that adverts are to sell desires, and are instead expressing the true desires and complexities of being a spirit within a body.
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