With her customised Hoopla stall Strand examines the conservative mentality towards the audience, and the market capitalisation of the medium that seems to be the contemporary standard. The work also echoes the Surrealist preoccupations with chance and carnival.
All That Hoopla intoduces a new style of presentation and active engagement between photography, artist and audience. For the small cost of 5 Euros a limted edition signed print can be won. All That Hoopla is an Intermedia work, involving flashing lights, fairground smells, consolation balloons and false hopes.