“IF I PUT A CANDLE IN AN ALL WHITE GALLERY, IT LOOKS LIKE ART.
IF I PUT IT IN A GARAGE, IT LOOKS LIKE TRASH”- VIRGIL ABLOH
The intersection of context and perception plays a critical role in shaping how design is interpreted and valued. This essay argues that a deliberate manipulation of context is crucial for elevating design beyond aesthetics, allowing it to forge deep connections with its audience.
Through this essay I explore the dynamic relationship between these elements, using insights from key theories and practices to guide the development of my clothing brand, AQUI. It also includes a case study on Virgil Abloh, connecting these ideas to his work and design philosophy, showing how context can redefine meaning and shape cultural narratives.