INTERCLONE

HOTEL

The installation of illuminated cibachromes is sited in the advertising ribbon at Atatürk Airport. It is conceived as an ad campaign for InterClone Hotel, a fictional hotel chain in six pilot locations— all emerging economies where globalization is erasing the distinction between the “third world” and “first world.” The paradox of retaining cultural identity today defines the hotel’s marketing strategy: while diversity inevitably collapses into the mono-cultural landscape, tourism races to reconstruct it back to maintain tourism and economic sustenance. The global hotel chain features a generic prototypical room that can be customized from a menu of options that balances the comfort of familiarity with exotic cultural inflections.