Designed by Rachel de Joode, a photographer. A wall decorated with de Joode’s wallpaper gives the eye at first sight a strong coloured pattern full of delightful innocence. The observer is strongly driven to have a closer view which will surprisingly reveal the consistence of the pattern, a rhythmic repetition of posing & daring ladies and gentlemen.

In her work she wants show more than the common "Strike the Pose" fashion shoot, she wants to use the collective memory of her generation and finds inspiration in everyday life. She makes her men and women act or dance, like in a surrealistic, absurd play, without neglecting the glamour and symbolism of fashion photography.