artist / participant


press release

To fail harder, is to do what you love and be drawn closer into its economy.

Maja Cule’s first UK solo exhibition, titled Facing the Same Direction, wilfully folds itself into DWYL* culture.

Sharing, more than ever, is stationed with making. As the share performs an almost aggressive attachment to processes of production, it brings with it another mass-produced neoliberal construct: that one can forget about overcoming the obstacles faced in doing what you love, and instead just fail harder.

*(DWYL = Do What You Love)


in Co-production with Studentski Centar in Zagrebu - Kultura Promjene, within apap - Performing Europe. With the support of the Culture programme of the European Union

Supported by Zagreb City Office for Education, Culture and Sport