The inspiration for this work come from an idea of seeing brands as gesture-like signifiers which broadcast our position and status in our society. Besides being a law-abiding citizen, one has to be an active consumer in order to be accepted in this society. Consuming, using, wearing and exhibiting brands has developed from a free choice to an civil obligation. The omnipresent doubt and concern of ones status and acceptance keeps him alert and willing to contribute through the one and only act of duty, the consumption. By using brands regularly they grow more and more useful and meaningful for the consumer, thus generating a self-controlled and self-disciplined bond between the individual and the consumer society.

Brandbody v2.0, is an interactive media installation. The installation consists of a mirror cabin and a custom workout bench. User sits down for physical exercise in front of the mirror and begins the workout. By pulling the bar above him, he sees his upper body being projected with video material. The projected media and the sound scape is directly controlled by the users exercise. The speed and the tempo of the pull and the obediance to the program, controls the continuation of the program.

The user and the possible accompanying visitors will see this media material as "worn on" the user. Our relationship with our brands is strongly developing in the context of being seen by the others. The awareness of being watched and evaluated by other visitors is important factor of the Brandbody experience.