The Store of Modern Childhood

The UK charity, The Children’s Society opened The Store of Modern Childhood to draw attention to the harsh realities facing the youth of Britain. 

The installation was commissioned by the charity to highlight the findings of its Good Childhood Report 2019. We created a shop where the shelves displayed an array of ‘products’ that represented the challenges that many young people face daily including poverty, knife crime, bullying and sexual exploitation.


The ‘products’ included stab vests, exercise books filled with messages of self-hate, a make-up station complete with ‘bruise hider,’ ‘anxiety concealer’ and ‘black eye fader, as well as phone cases that featured messages of bullying.

The store also offered a vision of a potential future with The Gallery of Optimism. Transitioning through a changing room, guests could explore a space filled with light, colour and messages of positivity, that represents the hope and joy of childhood as it should be. The Children’s Society hopes that The Gallery of Optimism would help to inspire a brighter, better future for children across the UK.