Eijkelboom turned his lens to the area surrounding the Bull Ring shopping centre in Birmingham, between July 2013 and September 2014. A series of images capture the feeling of walking along the high street, a scrolling tapestry of shoppers, structured around visual themes identified by the artist, such as gestures, clothes or accessories. The work celebrates the city’s social and cultural diversity but also suggests the predictable conformity inherent in consumer ‘freedoms’, that could be seen to be driven by commercial and corporate interests.