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Student Showcase Archive

Jayoon Choi

MA work

MA work

  • Hypothesis on 'Type#R' Circle of Desire: Scene_02

    Hypothesis on 'Type#R' Circle of Desire: Scene_02, 2015

  • Hypothesis on 'Type#R' Circle of Desire: Scene_04

    Hypothesis on 'Type#R' Circle of Desire: Scene_04, 2015
    Indian Ink

Hypothesis on 'Type#R' Circle of Desire

Unarticulated desire + (Assumed target + Assumed action)

= Assumed solution

-> Momentary satisfaction

-> May cause cascading effect of desires

-> May occur repetition in order to articulate assumption

People may go through The Type#R Circle of Desire, which is when a subject expresses their desires through an assumed action towards an assumed target. Because the desire and the solution are not clear, inevitably the effectiveness of the solution is only momentary.

People who are in the circle may spread various types of desires and circumstances to other human beings, causing a cascading effect of desires. This circle may go on and on and on until the subject's desire reaches the point of articulation, or in some situations, forever.

The moving image work is projected within a space to allow the audience to experience the circle.



  • MA Degree


    School of Communication


    MA Information Experience Design, 2015

  • I question what forms individual identity and what elements construct social norms. Being born in the Far East and then raised in Europe has given me diverse cultural perspectives.

    I devise processes to magnify, deconstruct and reinterpret unnoticed elements in everyday life, including the subconscious, unintentional behaviours that indirectly influence us, and the intentional media that seek to control us directly. I create an unfamiliar reflection for the audience to reveal what is happening beneath our assumptions. I explore these ideas through moving image and drawing. I focus on bringing about unexpected results from the production process and narratives, as well as distilling the power of a concept into a static moment. 
  • Degrees

  • BA Illustration, Camberwell College of Arts
  • Exhibitions

  • Taste of Art Jayoon Choi, The Lightbox Museum, Surrey, 2012; New Drawings, Jealous Gallery, London, 2011; Isle of Lost and Found, Hockney Gallery, London, 2015; The Radio Performance: In Search of Perfect Sound, Science Museum, London, 2014; The Inaugural Artlacuna Film Festival, London, 2013; Cruel performance with S.I.R, Red Gallery, London, 2013; Korea-Sweden Traditional Culture Exchange, Durumea Museum, Korea, 2012 ; Artist in Residence, Heal's Tottenham Court Road, London, 2012