“You Choose X” is a development of an as-yet unrealised proposal for a shop installation, which aimed to explore the relationship between retailer and customer, the dialogue which takes place and the privilege of roles assumed by each party.
It was based upon the enlargement to uncomfortable proportions of the statement "You Choose the way you want to pay" on an interior wall within the shop. The statement would be almost illegible, too big to read conventionally, and by the process of enlarging, too distorted to be acceptable as a clear statement of fact. Essentially it would have the same effect as the notion of "reading the small print".
“You Choose X” offers an unattainable goal, both in terms of the truth of the actual claim that is supposedly being made and in the deliberate efforts that have been employed to hinder the customer's reading of the message.