Get your digital health on the Brainrental x Ok11 Artwork Mall exhibition


Swipe up to find out more. Equal for equal. Hashtags abound. Brainrental’s experience in the ‘K11 Art Mall ACTIVE / IDLE’ is a funny mix of the insatiable trust of culture in general in social media.

“Digital fitness,” as the Hong Kong-based creative trio Brainrental puts it, is a response to a state of distress. A thoughtful, interactive exhibit that makes fun of the obsessive – addicting, even – ways social media consumes our lives. The “K11 Art Mall ACTIVE / IDLE” exhibition is expanding a complete fitness studio with a changing room, treadmills, yoga mats and an area with free weights and interweaving fitness equipment with targeted sociocultural comments.

There’s a clear correlation between exertion and satisfaction – or exertion resulting from physical and mental exertion and leading to satisfaction – that exists in both a heart-pounding HIIT session and a heart-filled Instagram post. One of the most striking examples of the exhibition was ‘The Power of Like’, an installation based on the model of a sitting cable line machine. A single withdrawal – knees bent, then straight – activates a larger than life thumb-up movement. Again: physical exertion meets satisfaction, delivered with a thumbs-up.

The ‘Feedmill’ is a game on treadmills and scrolls through a series of hand-drawn memes. However, the participant does not physically step on the belt. Instead, the “feed mill” is activated from the point of view of sight. That is, through the viewer’s eyeballs pointing and moving towards the camera positioned on the crown of the machine. Ultimately, it’s the eyes – not quads or calves, as usual – that get tired.

Don’t let the smallest details go away without care. For example, a redesigned first aid kit hangs on the wall above the locker bay. Instead of plasters and gauze, the glass front kit contains USB-C cables, a bottle of electronic cleaner and an additional iPhone case provided by CASETiFY.

Several floors above is a retail extension of this brainrental exhibition. an ‘InConvenience Dept.’ in homage – and dismay – to convenience stores everywhere. InConvenience Dept. restores brick and mortar business and provides an antidote to online purchases. A walk-in experience that invites you to explore, touch and feel – in contrast to “Add to cart” at the push of a button. Digital fitness-themed products such as Jimmy figures (HK $ 680) and an iPhone-shaped stress ball are for sale, as well as collaboration products like CASETiFY cases from the Jimmy brand (HK $ 429-469) and Brainrental x Found CBD- Gums, oils and balms. Other emerging local designer brands featured in the InConvenience department include B’IN Select, Walk on Water, Matter Matters,
Liberation and metalwork.

All images courtesy of Brainrental and K11 Art Mall.

The K11 Art Mall ACTIVE / IDLE runs from March 12th to May 9th. Chi-K11-Kunstraum, K11 Art Mall, B207, B2 / F, 18 Hanoi Road, Tsim Sha Tsui, Kowloon, Hong Kong, +852 3118 8070