In collaboration with MU art space during the Dutch Design festival, Knol used the mass of people attending the event to their advantage. Anna Dekker, one of the members of Knol, described it as an ‘excuse expo’ to research mass behaviour using the facade of an exhibition to explore swarm behaviour in the animal kingdom.
The spatial study was carried out to make the discussion surrounding human swarm mentality tangible. How do we confront our flock mentality and how do we determine where to go and how to get there? The patterns of the unintentional participants behaviours, in reaction to the exhibition, were collected using cameras and observers.
The results from the observations show how our behaviour is influenced heavily by social norms and how even traffic rules, which are ingrained in our social conduct, present themselves within an exhibition space.
This leads us to question, does the social pressure to conform restrict creativity and do we have to break the mould to be creative?