What Are You ?

Stéphane Degoutin, Marika Dermineur et Gwenola Wagon


What Are You ? shuffles representations of lifestyles and social codes to generate an endless number of trends, attitudes and social behaviors. Each click launches a new association of images and sounds describing the trend.

In spite of huge investments, designers, marketing experts and trend hunters produce only two new trends a year. What Are You?, thanks to its database of more than 500 past, present and future trends, generates instantly 250.000 combinations, by randomely associating keywords. It is therefore in the position to produce the trends for the next 125,000 years (i.e. until 127005).

This confrontation draws new social labels, in a process that aims to wear out all possible or unlikely fashions or social stereotypes. Moreover, the juxtaposition of these stereotypes questions their respective influence and the boundaries in which they can be defined.

Book What are you ?


What Are You ? Late Night LACMA (Los Angeles County Museum of Art), june 26th 2010

What Are You ? Installation et livre, Exposition Artkikkart 03, Berlin, Allemagne. 2009

What Are You ? Centre Pompidou, Hammer museum Los Angeles, CulturalArtsCenter Torrance, 2005


Directed by Stéphane Degoutin, Marika Dermineur et Gwenola Wagon

Software : Marika Dermineur

Sound : Gwenola Wagon