The Ruse is a critical exploration of the aesthetics of power and luxury focusing on housing in London. It is presented in the form of a website and a book with texts by Jack Self, Alessandro Bava, Keller Easterling and myself alongside a collection of photos.
, which when refreshed generates fictional hoardings and developments in London.
The printed publication
and its online presence aims to decode and interrogate the hidden messages embedded into these images, particularly those aimed at selling an aspirational lifestyle to the wealthy 1% able to afford such developments.