JOYMart
‘Play don’t Pay’
JOYMart was an extraordinary pop-up art experience in collaboration with Birch, Selsdon. Guests were invited to enter into a whimsical world where the conventions of traditional commerce were gleefully subverted and they were encouraged to explore, interact, and reconnect with creativity as they play-shopped their worries away.
At JOYMart, fun reigned supreme, and the only currency in the till was imagination.
Our mission is to foster a culture that cherishes the value of playfulness, not only for children, but adults, too. When we play, we unlock many scientifically proven health benefits including stress and anxiety reduction, improved mood, better problem-solving skills and cognitive function, as well as increased emotional resilience. Crucially, imaginative play also encourages a sense of community and connection, which are essential to our well-being as JOY-ful creatures.
JOYMart was a celebration of spontaneity, imagination, and the wonders of being fully present in the moment.
JOY Bomb London founder and Chief JOY Officer Amy Broch had this to say about play: “Through this installation, we hoped to provoke a reflection on the ways in which our society prioritizes material wealth over the intangible richness of lived experiences. By questioning the prevailing notion that value is synonymous with monetary exchange, we sought to inspire a shift in perspective: one that celebrated the transformative power of play and prompted us to re-evaluate the true sources of joy and fulfilment in our lives.”
