Although it looks like it, == is not the catalogue of an exhibition. It is exactly the opposite, it is an independent project, conceived ahead of an exhibition. In fact, Matt Keegan has devised an exhibition from the publication, rather than the traditional reverse. Even more, an unlimited number of venues may be produced. Emphasizing the wall as a page, each one provides a temporary container for ==’s various parts, allowing Matt Keegan to act as the protagonist for the fictive curatorial project.