This print belongs to the first series: “One concept, One print”. As a designer we are taught to construct, to build, to innovate but with this series I wanted to leverage the creative potential to do the opposite: destroy, deconstruct, critique. Each print of this series started with a concept which was then deconstructed into a visual.

Comparison Print vs. Block (block is reversed for comparison purposes)

Edition: limited edition of 10
Size: 410mm x 590 mm (~A2)
Paper: Japanese Simili paper 80gr (Ivory White)
Colours: 2 (Black ink on Ivory white paper)
Ink: Cranfield “Caligo Safe Wash” Relief Ink (Black)
Process: Handmade Linocut print

“Get lost in the web, with no way back! It’s free! You don’t have to pay a penny! In this marvelous space that the 21st century brought us, you can read the news, play games, talk with your friends, and many more! Don’t miss this opportunity to try all this for the price of nothing! But there’s a catch, you have to sell your soul… and by soul we just mean all the information and data about you.But then again, why do you want to keep all that valuable info just for yourself? Oh and your time also, once you deep dive into the web, it is really difficult to get back to surface. You will doubt yourself, you’ll feel enraged and sad, but you can always watch a cat video to bring your mood back up! The Internet has everything for you, 27 hours a day, 7 days a week . Don’t miss this great deal! If you sign up now, you will even get the latest news, advertisements and contents hyper-personalised for you with the new and never seen Artificial Intelligence! Sign up on your closest device!”


This print was highly influenced by the postwar print ad campaigns that promoted an unsustainable lifestyle or a toss-away culture with slogans such as; “More doctors smoke Camels than any other cigarette” or “New! All-plastic disposable cup”. When we look at those ads we stand in awe: how was this even a thing? The catch is that those ads were made in a certain context and time, and thankfully we now think of them as nonsensical.

The same effect happens with a product we know very well today: the Internet. When Tim Berners-Lee created the World Wide Web, he imagined it as something open, democratic, and free. But that is not what we know today. It is free but at what cost? Convenience? for the price of privacy? Hopefully, in some years ahead, we will look back at the state of the internet now with the same shock and surprise as we now look at single use only plastic dinner sets concludes the artist.

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