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Project

Hidden in plain sight

Master´s thesis by Lisa Kleinknecht

Naomi Bujdei’s master’s thesis was awarded Gold at the ADC*Europe Student Awards 2025 for her master’s project “Beauty in Differences.”

In an increasingly globalized world, cross-cultural understanding is more important than ever. This thesis explores how analog photography and storytelling can reveal hidden cultural layers. It focuses on Austria and Michigan (USA) through the interactive exhibition “Beauty in Differences”. The exhibition combines tactile engagement, personal voiceovers, and analog photography to explore themes such as privacy, food culture, and sustainability. These elements align with Hall’s Iceberg Model of Culture, uncovering deeper norms and values beneath surface-level differences.

Analog photography, with its imperfections and tactile quality, symbolizes the unfiltered nature of cultural contrasts. Interactive elements, including a rope-pulling mechanism and reflective photo frames, immerse visitors in the experience. A hidden message revealed through exploration mirrors the gradual process of understanding deeper cultural meanings.

© Naomi Bujdei

© Naomi Bujdei

© Naomi Bujdei

© Naomi Bujdei

© Naomi Bujdei

© Naomi Bujdei

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