Emitting the brightest possible cold, white light - the text running across the LED display board repetitively states: “...This very moment, has already become the past – This very mo...”

Text placed in a time-based dimension and in a specific spatial context results in the distortion of the original text’s semiotic features - its material permanence (as if it was a painting on a wall) loses its permanence. Now the text is used to express the flow of time, by pointing readers' attention to the very moment of ‘now’.

The viewer reads the text - which relentlessly manifests the moment of now – whilst simultaneously experiencing the refraction of his perception of time, since we tend to forget ourselves whilst immersed in the reading process. This reveals the basic hypnotic property of any time-based media and semiotic features of the text. The work could be considered a monument to the irreversibility of the flow of time or maybe even seen as a design proposal for what a media-accelerated mantra should be. Or perhaps instead what it should not be.