The Dream World of Consumerism (2017)
The Dream World of Consumerism (2017) explores the phenomenon of consumerism in today’s society, tracing its roots back to the Industrial Revolution and examining the psychology behind our modern culture of consumption. The project questions the act of consuming – both media and physical goods – inviting a broader perspective to recognise and bring consciousness to our subconscious consumer tendencies.
The work is structured into five main campaigns: Greed, Hyperreality, Physicalism, The Language of Material Goods, and Throwaway Lifestyles. Each campaign conveys its message through multiple media languages – photography, styling, art direction, print, writing, silkscreen practice, and essays – culminating in five A1 newsprints that unify these materials.
Each campaign is also accompanied by a supporting zine of personal collages, using visual storytelling to further reinforce the message.
The Dream World of Consumerism received distinction and has continued to be showcased in various formats, including exhibitions such as Singapore Design Week 2026.
Mini zine available for purchase via hellomings.work@gmail.com or DM me at @hellomings
