A Load of Jargon?

by Festival's Feet on the Street



The brainchild of It’s Nice That in partnership with The Conran Shop, A Load of Jargon takes a tongue-in-cheek look at the use of buzzwords in the creative industries.

To the passerby walking down Fulham Road in the heart of the Festival’s Brompton Design District this week, the sight of members of the public attempting to shoot hoops using a basketball printed with the words ‘Easy Win’ while yellow ping pong balls continuously fire into a ball pool titled ‘Going Viral’ may provoke some interest. At least, that’s what the brains behind A Load of Jargon will be hoping as their installation comes to The Conran Shop Chelsea branch, designed and produced by Isabel + Helen who have had previous commissions at the V&A, Selfridges and RIBA.

In a sly poke at the prevalence of jargon and buzzwords in the creative world, the installation features five pieces that are literal renderings of common phrases that are often used without thought to what they actually mean. The Easy Win basketball game can certainly be attempted in the proper manner by throwing the ball in from distance, however for those who want to take the simpler way out there is a ramp leading up to the hoop, allowing the ball to be casually dropped in. Similarly Going Viral may be interpreted as being just as meaningless, as the balls being fired (the ideas themselves, perhaps?) have no writing of substance on them and are merely landing in the vast ball pool to be picked up later.

Cheekier installations include Thinking Caps, featuring solely a wall of hanging baseball hats with the phrase printed on each one; Next Steps, a never-ending circular rotation of green steps resembling a small escalator; and Big Idea, a large inflated orange ball with the titular words stretched across it that serves no real function except to sit there. For enthusiastic buyers there is also a small gift shop behind the installation, selling t-shirts, mugs, tote bags and pencils inscribed with phrases such as ‘Game Changer’, ‘Rich Content’ and ‘Brain Dump’.

A Load of Jargon at The Conran Shop Chelsea is open on the final day of the London Design Festival from 12-6pm, Michelin House, 81 Fulham Road, SW3 6RD.

Written by Katherine Allen
Edited by Rosie Howe

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