Artists Victor Ivanov and Lewis Burton had decided to showcase ‘Flesh’ their multi-dimensional art project in the heart of the capital. The suit of real chicken skin had been literally sewn onto Burton’s body and he wore it as he wandered around, stopping in various places and immediately drawing crowds as he did."FLESH is a multi-dimensional art project by artists Victor Ivanov and Lewis G Burton. FLESH is focused on a chicken skin body suit that Ivanov has sewn around Burton’s body from head to toe. FLESH is an experiment that examines the relationship between identity and its commodification through social medias; by creating an entity from chicken skin, a commodified object in itself, the artists are then introducing it into the social sphere, both online and offline.This abnormality creates a stimulus for the general public to interact with, by allowing them to adopt FLESH as part of their cyber identity. To cement the relationship between the identity that is FLESH and the way it is mediated by cyber culture, the artists are creating a catalogue of FLESH products available to the public. The documented results are then used to create viral material, stimulating the social sphere and allowing it to redefine itself by acting as a platform for dialogue as well as a source of contemporary consumer culture."