For the activation of Wilmersdorfer Arcaden, we transformed a former shoe store into an ephemeral art experience. The initial idea was to create an installation that visitors could actively become part of rather than merely observe. This concept evolved into a disorienting, stark white space containing a living-room setting furnished with pieces spontaneously sourced from across the city.

Visitors were offered clothing that camouflaged them within the installation, turning the space into a stage for highly shareable, Instagram-ready content that spread organically across social platforms.

The extreme contrast created by the one-line tape installation — covering walls, ceiling, floor, and even the furniture — generated confusion and disorientation. At the same time, some visitors embraced the environment and transformed the showroom into their own performative stage, which was exactly the desired outcome.

Tape Camouflage became a landmark project, demonstrating the communicative power of immersive art and the potential it unlocks when mental and physical boundaries are deliberately challenged.

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Stripping an artwork of its sacred untouchability and opening it up to audience interaction creates disruptive moments of self-discovery.