PLASTICPRODUCT have already been featured in our materials — quite recently, we spoke with Mincheol Seo, creative director of PLASTICPRODUCT and MPa. Those who have read about them know: their credo is to look at familiar things from a different angle. Very soon, on October 17, an exhibition-performance MPa Hair Shop will open in Düsseldorf, where the guys will make you perceive the everyday setting of a hair salon in a new way — using AI, different languages, sound, and space.

"Their voices are transformed into a sound composition, while AI-generated subtitles misrepresent their conversations, creating new meanings.”

The performance begins with two participants entering YŌDA HAIR and sitting opposite each other. YŌDA moves between them, alternately cutting first one’s hair, then the other’s. During the haircut, all three engage in casual conversation, much like in an ordinary hair salon. Each of them speaks in their native language as the conversation continues.

[The performance takes place inside a working hair salon, where three participants speak different languages, not fully understanding one another]

Throughout the haircut, conversations and ambient sounds are recorded in real time. Sound performers in a separate room fragment individual words and phrases, repeat them, and reassemble them into a new sound composition. At the same time, the haircut is streamed live to another space, where the conversation appears on screen together with automatically generated subtitles.

Viewers are not tied to one spot and can move freely between different zones of YŌDA HAIR. Thus, the same haircut and the same conversation can be experienced simultaneously in different forms: in one space as physical action and live voice, in another as reconstructed sound, and elsewhere as video and automatically generated subtitles.

MPa Hair Shop takes an ordinary haircut beyond a simple service, connecting it with conversation, language, sound, moving image, and space. By allowing a familiar action to pass through different media and take different forms, the project proposes a new way of perceiving everyday experience. At the same time, it continues PLASTICPRODUCT’s practice — looking at the familiar from a different angle — and brings it into the everyday setting of a hair salon.

MPa Hair Shop will take place at YŌDA HAIR in Düsseldorf (Germany) from October 17 to 31, 2026. The opening performance will begin on October 17 at 16:00.

#1REO

#3 COLLAGE

#3NIA

# LUPINA

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