In the spring of 2011, Kokoro & Moi created the design project ‘Muutakin’ (Something Else), with a series of community-involved events and exhibitions for JCDecaux. The project examined the possible benefits of using the urban environment as a space for permanent interaction with people.
The project started in answer to art student Elissa Eriksson’s campaign, which resulted in responses from 1,458 people detailing what they would ideally like to see in their urban surroundings.
In the first stage, 10 acclaimed designers (Antoine+Manuel, Byggstudio, Hort, James Jarvis, Mario Hugo, Mike Mills, Niessen & de Vries, officeabc, Project Projects, and Rami Niemi) were commissioned to take one of the responses and turn it into a poster. All posters were exhibited on thousands of JCDecaux’s outdoor ad spaces, turning people’s desires into reality.
In the second stage, the general public was invited to create posters, expressing their views as messages in urban spaces. This set of hundreds of unique artworks also spread to JCDecaux’s ad spaces during the autumn of 2011.
Kokoro & Moi is responsible for all aspects of the project from the concept and curation to art direction and design.