Joan Morey sees himself as a kind of 'conceptual designer' delving into the clichés associated with the behaviour and lifestyles growing out of a diversity of contemporary subcultures that revolve around sexuality, club culture, design, fashion and advertising.

Through ironic mise en scene, the artist questions the contrived nature of spectacle before which the spectator feels, quite literally, naked. Only critical activism, he suggests, is capable of remedying this state of passivity, apathy and disenchantment.