Work title: CATALOGUE (0001001852)
" There is enough on earth for everybody''s need, but not for everyone''s greed."
Obviously, the world is not in a good shape and there are many ways of making things better, but using architectural design to solve problems is not always possible. Another idea is to stop trying to adjust the enviroment to suit our endless material needs and desires and instead change our behaviour to fit the limitations of the planet which should include not only our intellect but also our imagination. We should try to imagine how things could be different because obviously the way things are now is not the best one.
For a while now, we''ve been very interested in the space between reality and the impossible, a space of dreams, hopes, and fears. We are occupied by future forecasts (commercial world), design scenarios (corporate world) and utopias and dystopias (literary and cinematic worlds). It''s an important space, a place where the future can be debated and discussed before it happens. Our purpose is to inspire debate about different futures either positive or negative, by asking ''what if…'' and not suggesting solutions. We are guided by a desire to go beyond what ''is'' and explore what ''could be'', not presenting what ''should be''.
Population consume a variety of resources and products today having moved beyond basic needs to include luxury items and technological innovations to try to improve efficiency. Such consumption beyond minimal and basic needs is not necessarily a bad thing in and of itself, as throughout history we have always sought to find ways to make our lives a bit easier to live. Globalization is a driving factor in making goods and services previously out of reach in developing countries much more available. Items that at one point in time were considered luxuries—televisions, cell phones, computers, air conditioning—are now viewed as necessities.
Usually, when we discuss big issues we do so as citizens, yet it is as consumers that we help reality take shape. It is only when products are bought that they enter everyday life and have an effect. The act of buying determines the future. As well as trying to reason and use our intellects we are seduced by desire and the irrational. This complex mix of contradictory emotions and responses is what it is all about.
Almost everyone is guilty of this, impulse buying or splurging on the latest craze in technology. It''s not because we need certain things, it''s because we desire certain things. What is this problem called? Consumerism: the preoccupation of society with the acquisition of goods. It has been the dilemma faced in modern society countless times. Our society consumes an enormous amount of resources and products having moved beyond our basic needs and instead adapting to luxurious items and technological innovations that we think will help us become a better society. Where do we draw the line between the needs and wants?
"Ninety percent, or even more, of the price is ideology, myth, story, some sort of image-making, et cetera, et cetera. And there''s a huge gap between the coffee itself and what we perceive [we''re drinking]: the story we buy when we drink it. Every single, most stupid or casual purchase or decision is really a moral purchase, a moral decision... Economics is nothing else than a value system in disguise. It has been a huge pretense and a mistake if we believed that economics, or the economy, is value-free. In fact, it is absolutely value-laden, and there is nothing about the economy that is actually really value-free -- every single business decision, every single consumer decision, is a moral decision.”