Life is on a new high by Alicja Dobrucka
- Caroline Kurze
The project ‘Life is on a new high’ by Alicja Dobrucka aims to address the issue of the changing landscape and unregulated construction in the financial capital of India, Mumbai. The city is undergoing a massive construction boom, with more than 15 ‘supertalls’, hundreds of skyscrapers and thousands of high-rise buildings under construction. Currently Mumbai is home to the largest number of supertalls and skyscrapers under construction in the world.
There is no centralized urban planning and the towers keep popping up in all areas of central Mumbai. This building boom creates a great deal of problems and makes the city difficult to negotiate on foot, and it is damaging to the environment.
Advertising agencies appeal to the newly rich, the up and coming middle class, using slogans such as: ’You don’t just invite friends over, you invite awe.’ The new Indian luxury consumer is pursuing a lifestyle where owning an apartment in the ‘newly builds’, as much as possessing exclusive items, is seen as a clear sign of wealth and power.
All images © Alicja Dobrucka