talking road signs, delivering experiences of women living in the same geography from different cultural backgrounds

An activity by
partnering with Not Quite, Europe Grand Central, Roberto Cimetta Fund

Explores the borders

Psychological Cultural


After being selected for a residency in Not Quite(Fengerfors, Amal, Sweden), I was interviewing a lot of women in the town coming from different backgrounds during different periods of time, and who all live now in Sweden (ethnic Swedes, women from Finland and Austria after WWII, from Bosnia, From Iraq, and recently from Syria).
The intention was to investigate cultural borders through the perception of women, but also to check the shifting role of women through time and space.
Many different opinions were collected, and cultural borders had much less importance than those psychological.
Each person feels differently, perceives things differently, belongs differently, and these interviews proved an opposite to the basic generalisation concepts we create for understanding differences.
The findings were a proof of the complexity and richness of the social tissue, that created by different individuals.


Åmål, Sweden




How the audience/participants were reached or discovered

Road signs were created, each two expressing different opinions on the same subject.
These signs are fed through solar energy, so they can be placed anywhere in the city, sidewalks or outdoor spaces.
They are here, in the city, and depending on the sun movement they start talking together, delivering intimate experiences of women living in the same geography but from different cultural backgrounds.


How it was done

public art


Public Art





Main lessons learned


Karl Hallberg
Waleed Jad
Roberto Cimetta
Not Quite
Europe Grand Central

Activity Timeline


  • Pareidolia


    Talking signs in the city

2 comments on “Pareidolia

  1. 0 February 10, 2017 1:45 pm

    Thank you for this very interesting project!

  2. 0 March 1, 2017 2:25 pm

    Hey Charbel! Great Work! Can you explain the methodology(simply) you used while transforming interviews to traffic signs? I mean did you use coding or the pattern emerged by itself after a couple of interviews? It’d be great know. Super interesting topic considering our environment is socially constructed and the signs are quite crucial of that construction(literally) 🙂 thxReference

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