Perfectly Normal, 2021

Digital print on cotton, a single mattress, QR code , 97 x 200 x 50cm 

Dimensions variable

Perfectly Normal is an installation that examines how intimate spaces are shaped by data-driven systems of surveillance and categorization. The work takes the bed as a private and vulnerable site, transforming it into a surface printed with personalized digital images.

Embedded in the installation is a QR code that connects viewers to their own Google advertising profile. By scanning the code, audiences are confronted with how corporations estimate and categorize their age, gender, interests, and preferences based on online activity.

By bringing algorithmic profiling into a domestic setting, Perfectly Normal exposes the invisible mechanisms that operate quietly within everyday life. The work invites viewers to reflect on how personal identity is constructed, monitored, and normalized through data-driven systems.