London-based multidisciplinary artist Gary Alake Riley explores how branding, technology and consumer culture shape identity, aspiration and belonging. His work asks how the systems we design, consume and interact with influence the way we see ourselves and the world around us.

Developed through B3 Media's TalentLab, Neon Billboard is an ongoing artistic exploration bringing together speculative worldbuilding, immersive media and creative experimentation. It provides a platform for developing and testing ideas across digital and physical art, documenting the evolution of the practice as new directions emerge.

Viewers may respond to my work in different ways. Some may feel unsettled by speculative polished branded products and technologies presented as desirable or inevitable. Others may be drawn into their aesthetics and commercial appeal, accepting them as the next logical stage of culture where the person becomes the hybrid tech x consumer product. That tension between attraction and critical reflection sits at the heart of my work.

Neon Billboard explores whether branding and technology simply reflect contemporary culture or actively shape it and how art can make those relationships visible and tangible.