Swarm takes the logic of social media – demographically organized communities based around common interests, habits and markets – and transposes it onto gallery audiences. Using four rows of monitors, the work generates competing panoramic representations of the gallery space that appear to be exclusively occupied by specific groupings of people – men in their 20s, women in their 50s, people of Asian descent, people dressed in black, men with beards. Each group is shown as what appears to be a live video image, with people inserted into a ‘crowd’ alongside others who have previously visited the gallery. Some crowds are much larger than others – a large group of middle-aged white women on one panorama, standing around, waiting for something to happen, may juxtapose with a solitary Latino male on another. Different demographic groupings territorialize the gallery’s spaces, their numbers dynamically expanding and contracting.