Volvo Subject60 experiment

This report and film is the result of our ethnographic observational study of the Volvo Subject60 tour in Berlin, London, Milan, Paris and Madrid. At each event experiments were weaved into the party environment to trigger the participant’s naughty behavior. An anthropologist was engaged at each event to execute observations with focus on behavior, facial expressions, party mood and reactions to the ‘hidden’ experiments. The task was to observe patterns of behavior in a real world context with the aim to enhance and deepen the understanding of the figures resulting from as well the experiments as the previous quantitative study. By doing cross-cultural comparisons of those five cities we have tried to differentiate between the various types of ‘naughty’ behavior we observed. Are there really cultural differences when it comes to naughtiness?