"My body" for dm
Concept
It started with a brief from &play agency to Jojo Georgiev: create an art installation for #ThisIsMe – dm Bulgaria’s latest initiative that invites people to embark on a journey towards their true self.
Exploring this introspective theme, Jojo developed the concept for “The Woman” – a mirror installation built around reflection, both literal and personal. The artistic direction was all his, while the execution was taken on by 200% Studio, bringing the idea into physical form.
Execution
The installation took shape as a fragmented female figure – composed of layered mirrored elements, shifting in color, structure, and depth. Though separate, these parts complemented each other to form a cohesive whole that followed the natural flow of the body.
The piece invited viewers to move through it and catch themselves in different fragments, angles, and moments. With every step, their perspective shifted and offered a new view on their own presence.
In the context of #ThisIsMe, the installation explored the relationship we have with our bodies – how we inhabit them, how we care for them, and how that shapes our sense of self.
