'urban Para-Site' is a materialised 'sign-space' and at the same time a curator of it.
It creates encounters, adhesions (sometimes forcibly) between objects that may have no prior relationship with each other. Usually, one of these is predominantly sign-based and abstracted; the other much more naive and substantial. Under the process of branding, the naive object is suddenly infected with signs, and the sign object with materiality in return. Every urban object has a material value, use-value, economic-value and sign-value. Branding manipulates and re-organises this balance both within an object and in relation to another.