Matthew Noel-Tod / End Again Week (pop-up!)

30 Oct 2009 – 2 Nov 2009

Event times

12 - 6pm

The Two Jonnys

London, United Kingdom


Travel Information

  • 106 / 254 / 8 stop at Bethnal Green tube - or 48 / 55 stop at hackney road junction
  • 3 minute walk from Bethnal Green tube
  • 3 minute walk from Bethnal Green Overground

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End Again Week (pop-up!)


End Again Week (Pop-Up!) is a weekend long exhibition of new work by Matthew Noel-Tod. Outside of the building on Cambridge Heath Road hang billboards and posters in the style of a contemporary fashion campaign. Inside the gallery are posters and a video of the photo shoot. The show takes the form of a fashion retail pop-up boutique and reflects the importance of community, for the most seriously INFOLUSTY consumers, the link between INNOVATION JUBILATION and trends. Many ‘fixed' ideas run the risk of becoming synonymous with boredom, hassle, eco-unfriendliness, and sinking a large part of one's budget into one object (which impedes spending on multiple experiences). The idea was intended to be the ultimate ironic pun for a sexy brand in a logo-led age. They believed the image was playful and showed how men and women's sexual roles were changing. We accepted the argument that the advert appeared in locations targeted at modern, fashion-conscious and sophisticated adults. Outside the gallery we were stopped and asked, in Italian, how to get to the Burberry Outlet? There was a savage depravity in their thoughts as they faced DEATH. It personally bothers me and it's been a steady build-up. After fifteen years of more and more serious debauchery I don't like the ads, but I'm sure their hearts were in the right place.

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