Český sen (Czech Dream) - the fake hypermarket

MAY 31 2003

Film students Vít Klusák and Filip Remunda mounted a full advertising campaign for a fictitious hypermarket called Český sen, promising absurdly low prices. On 31 May 2003 more than 3,000 shoppers walked across an empty plain in Prague's Letňany district toward what proved to be a canvas façade on scaffolding. The resulting 2004 documentary turned the stunt into a critique of advertising and post-communist consumerism.