RE-CONTEXTUALISATION RATIONALE
Maintaining the retail environment in which this message was overheard, the change in context  shifts the meaning of ‘A 14’.

The issue it raises addresses fashion/design/social trends.

There is no dominant media influence in store, and the type installation will seem out of context, as it serves no  apparent commercial purpose.

ANALYSIS
Located in a paper store this installation was undertaken during a low traffic afternoon however the little interest it aroused at the time mostly consisted of confusion, and annoyance.