‘A Social Experiment (The Profit Margin)’ – Horse Guards Road, SW1

The queue, the crowd, the expectation. Information passed, received (or not). The endless cycle (mantra). Role playing. Status game. Passive/aggressive. Human nature, national character, contemporary mindset (zero hour zeitgeist). Being…many things to many people. From on high, the mission statement, the brand and core values. On the ground (street), the reality. Who are you? Where are we? What is that? Perception, pushed to the limits.


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