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etoy | The Digital Hijack | The Digital Hijack
The Digital Hijack, 1996 | Screenshot | © etoy


the etoy.CORPORATION is a controversial global player online since 1994. etoy uses the corporate structure to maximize cultural value: the final link in the value chain. for etoy the dramatic problems of globalization are not to be solved by simply rejecting global markets, economic exchange, drive companies, culture, individuals and politics.

by sharing risk, resources, maintaining a strong brand and maximizing the shareholder value, the etoy.CORPORATION seeks to explore social, cultural and financial value. etoy.SHAREHOLDERS invest time, knowledge, and ideas (or simply finance) etoy.OPERATIONS which focus on the overlap of entertainment, cultural, social and economic values. etoy.SHAREHOLDERS participate in a dynamic artwork that takes place 24 hours a day in the middle of society -- on and offline.

Founding 1994

Prix Ars Electronica, Golden Nica 1996