GROWNthisway – an aesthetic attack on a societal behavior

is a social art and awareness project that challenges our perception of societal norms in regards to form, colors and sizes – of both, the food we consume and the bodies we live in. 

GROWNthisway was exhibited at Vienna Design Week 2019.
This is what it is all about …





We grow by our experiences, the society that surrounds us and the experiences we make. 
Our body grows with the food we feed it. 
Our perception of food grows likewise with our experiences.

Food waste is one of the bigger societal challenges we face in Austria. A high percentage of produced goods does reach neither shop shelf nor our table, as it cannot stand up to predefined norms.  Moldy or wrinkled skin on natural goods are perceived as imperfect or even disgusting.


Our society does something similar to the human body. Whatever is not perceived as the norm, experiences exclusion. Numerous people, in any stage of life, face mobbing or prejudicing in various forms. 

This is where this project starts.