Impractically, Practical showcases artists and designers that use business as a cultural instigator, raising questions about the potential of transmedia communication to act as a catalyst to influence and initiate change on both global and local levels, through fictional entrepreneurship, and diegetic business.


In the spirit of being "Impractically, Practical," we conceptualized a display format that would take the most practical aspect of an exhibition - name cards - and display them in the most impractical way possible. A grid of exactly 1/2 pound of black yarn was used to suspend the artist names. The show was a great success, with over 200 gallery-goers trickling in throughout the night.

"Impractically, Practical" exhibition poster with a custom typeface made for the show.

The publication (written by Matthew Manos) features the artists in the show, and aims to theorize and invent two categories of business-design: fictional entrepreneurship and diegetic business, two definitions for tools I am proposing that allow for the use of fiction in business model design to innovate new products and services that help us better understand our present situation through narrative and / or critical dialogue.