A project that looks into our behaviour on online tragic news. The conceptual brand FATAL emerges in the form of black flower shop. Aiming at discursive interactions, the FATAL shop commercialises on real-life tragedies at affordable prices. The customers are encouraged to consume more tragedies and share their sympathy. This project is based on research concerning the term 'tragedy' in the UK news media - how the word is used, what is depicted in the story, how it is received to the readers and the similarity between news and fictional drama.