Tony Murray

the joy of ambiguity
© Tony Murray


The Promised Land explores the ambiguity when the seemingly banal and the everyday is transformed into an abstraction by the intervention of the camera. This project documents the idealised landscapes and lifestyles that were created to lure and sell property during the boom years of the Celtic Tiger era. The images appeared on hoardings that were erected to lure potential house buyers and promised a life of happiness and fulfilment. In the context of the property crash these images now take on a sinister and unsettling snapshot of that period. The selected images create an ambiguous and sometimes wry juxtaposition between the “real” and the “imagined.”