05/14/2026
🎤Today, Umber’s feature continues.
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The second case study I researched extensively was the Pakistan Pavilion at the 1964 New York World’s Fair. At the New York Public Library, I reviewed archival materials from the World Fair special collections, including photographs, brochures, ephemera, and visitor information records. But there were many gaps in these archives around the international pavilions. I was also interested in examining the idealism of new republics developed by post-colonial nation-states at the time, and the implications of such convictions in our contemporary context.
The installation presented at the Queens Museum, ‘J😊Y TECH,’ for the QM-Jerome Foundation Fellowship showcase, is a speculative counter-archive that offers alternative sources to fill the gaps in institutional archives. Drawing inspiration from the dynamic storefronts and merchandise found in phone repair shops across Queens, static web 1.0 interfaces, and the aesthetics of WhatsApp memes, the project re-creates the Pakistan Pavilion's fictional promotional campaigns and reimagined artifacts. A pivotal aspect of this exhibition that ties everything together through narration is the digital character (っ◔◡◔)っ ♥ i@ppLe♥, a tour guide of Trans-Pakistan Adventure Services. Her voice represents History (with a capital h), and her character politely interrupts and negates South Asian histories with a Western, white-washed narrative.
I am currently expanding ‘Trans-Pakistan’ into a Lecture performance featuring the tour guide, where I will take on a live conversation with a (pre-recorded) animated avatar of (apple), in front of an audience and viewers using their own smartphone to view a collective AR experience. During the residency, I am taking green-screen footage with the actor for the tour guide, editing a bunch of 3D animations, and conducting 3D printing experiments that will lay the foundation for this performance.
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Slide 1: Close-up installation shot, Umber Majeed: ‘J😊Y TECH’ (March 16, 2025 - October 5, 2025). Photo courtesy Queens Museum, credit Hai Zhang.
Slide 4: Video documentation. Umber Majeed, Zoom In, 2024, mixed media on paper and web-based AR animation. Showcased at the ‘J😊Y TECH’ installation, Queens Museum, QM-Jerome Foundation Fellowship showcase.
Slide 5: Video Documentation. Umber Majeed, Saath Haath, 2024, mixed media on paper and web-based augmented reality animation. Showcased at the J😊Y TECH installation, Queens Museum, QM-Jerome Foundation Fellowship showcase.
Slide 7: Pavilion Map Decal, Umber Majeed in Collaboration with Maureen Catbagan, , 2025, exhibited at the ‘J😊Y TECH’ installation, Queens Museum. Courtesy the artist and Queens Museum, New York, Photo Credit: Hai Zhang.
Slide 9: Umber Majeed, ‘Welcome to the Trans-Pakistan Pavilion!,’ 2025, single-channel animation, 7 minutes and 35 seconds. Featuring: Clara Francesca, Lubna Majeed, Umber Majeed, and Pratt Institute students Valeria Barajas, Anya Gupta, and Shazia Reza. Presented at ‘Joytech’, an installation in the QM-Jerome Foundation Fellowship showcase, organized by Lindsey Berfond, the Assistant Curator and Studio Program Manager at QM. AR production support was provided by Harvestworks Digital Media Arts Center, through the Technology Immersion program. Image Courtesy of the artist and Queens Museum, New York; Photo credit: Hai Zhang.