to be doggo 2.0
Exhibition Design Maja Simišić at This Art Fair Amsterdam 2025
exhibition / experience
project year: 2025
location : NDSM, Amsterdam, The Netherlands.
scale: 1:1
Maja Simišić’s film “To Be Doggo” was selected to be part of This Art Fair Amsterdam 2025.
We collaborated once again, this time with the challenge of translating the fun, playful, yet confronting experience of the original exhibition into the very different context of an art fair. With only a 3x3m space and a very limited budget, we had to think creatively.
There was still a performative element from the artist herself, but this time we shifted the concept: rather than presenting an adoption center, we framed the space as a fair stand selling memberships to the adoption center.
To preserve the playful, almost satirical tone of the film, we built another bone frame, this time designed to house a TV rather than a projector.Given the much smaller space, I wanted to explore the theme of segregation more explicitly: the divide between those with the privilege of an EU passport and those born without. This became a way to subtly dictate and control the viewer’s physical experience in the space. Various spatial configurations were tested, using different rent-able seating options to emphasize this dynamic.
