MOM air

MOM air is one of ODEE’s most groundbreaking and provocative conceptual art projects, which brilliantly blurs the line between art and reality, while critiquing consumer culture and the power of branding. Launched in November 2020, MOM air was presented as a new low-cost airline, ostensibly modeled after the now-defunct Icelandic carrier, WOW air. However, this airline was no ordinary venture; it was an art piece, a social experiment, and a sharp commentary on the modern airline industry and the broader implications of consumer manipulation through branding and marketing.

Concept and Execution

The concept behind MOM air was to create a fictional airline that would, on the surface, appear entirely legitimate. The project included a fully operational website, complete with booking options, route maps, and a press release that was sent to media outlets worldwide. The branding of MOM air cleverly inverted that of WOW air, with the name itself being an upside-down reflection of WOW, emphasizing the satirical nature of the project.

Every aspect of MOM air was meticulously crafted to mimic the operations of a real airline. The website featured routes connecting major cities across Europe and North America, and the airline promised ultra-low-cost fares. However, the real intrigue lay in the airline’s proposed policies, which included absurd options like charging for in-flight necessities such as toilet paper and life vests, and offering special “COVID flights” for passengers who had tested positive for the virus.

This provocative approach was designed to push the boundaries of believability and force the public to question the authenticity of the brand, as well as the ethics of the airline industry’s increasingly aggressive cost-cutting measures. The project also highlighted the public’s susceptibility to marketing ploys and the thin line between what is considered a genuine service and what is simply a facade.

Impact and Reception

MOM air quickly gained international attention, with its website receiving tens of thousands of visitors within days of its launch. The project was covered by major news outlets, including CNN, which featured it on their front page twice, sparking widespread discussion about the future of low-cost airlines and the role of art in critiquing contemporary consumer culture.

The project’s reach was staggering, with MOM air capturing the attention of over 1 billion viewers globally. The response was a mix of intrigue, skepticism, and fascination, as people from all over the world attempted to book flights, applied for jobs with the airline, and engaged in online debates about its legitimacy. This overwhelming response highlighted the project’s success in engaging a broad audience, far beyond the traditional boundaries of the art world.

The following year, ODEE received a prestigious research grant of $30,000 to explore the impacts of MOM air on the airline industry and other related parties. This research has since become a foundational element for academic studies, contributing to published papers and serving as a key case study in teaching entrepreneurship at universities. The ongoing academic interest in MOM air underscores its significance not only as a piece of art but also as a thought-provoking exploration of entrepreneurship, media manipulation, and consumer behavior.

In addition to the public’s reaction, MOM air sparked conversations within the art community about the role of conceptual art in addressing real-world issues. The project was praised for its innovative use of media and technology to create a fully immersive experience, as well as its ability to blur the lines between reality and fiction in a way that forced audiences to confront uncomfortable truths about the world they live in.

MOM air stands as a testament to ODEE’s ability to merge art with social commentary, using the power of satire and parody to challenge established norms and provoke thought on a global scale. The project’s success lies not only in its execution but also in its capacity to engage, confuse, and inspire, leaving a lasting impact on both the art world and the broader public.

MOM air’s website