Art Brussels: Booth 3A-15

This edition alters the logo of a known backpack brand by adding the word “Middle” and rebrands the backpacks with the new logo version. Ideas of labeling, copying and advertising mechanisms are put into question: What does one carry inside a MiddleEastPak? What could one imagine inside? Does the original brand slogan “Built to Resist” get a different meaning with the altered logo?

The work aims to playfully address stereotypes, categorizations and associations by producing a “fake” brand, rethinking aesthetics and localizations of a copy culture within a global market.