Our reason for Being
Super Imaginary is a family of creative professionals on a mission to restore the aliveness, colour and vibrancy to everyday life. We believe that life is precious, worth celebrating and that love is at the core of all that is good. We see beauty is an expression of love. We believe beauty can be intelligent, inventive and sensual. We believe beauty, fun and joy nourishes the human spirit. Beauty brings order where there is chaos; light where there is darkness; love where there is fear. Beauty considers quality of life and asks that we get the most done whilst doing no harm. Beauty brings us back to ourselves and requires integrative, inclusive thinking.
Super Imaginary has a vision that life can be beautiful for everyone. That every part of our lives can be a living, breathing, work of art. A world that is full of inspiration, magic in the everyday. Our mission is bring more pleasure, colour and sensuality to our everyday experiences — whether it be dressing, studying or passing through the airport.
Why?
“You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” — Richard Buckminster Fuller.
The work we do looks to the past to educate our vision for the future. Our history has many examples of objects, experiences and services that are not “beautiful.” This includes, hospitals that are not comforting; polluted skies, rivers and garbage dumps; clothes that look good with no longevity; accommodation that serves function without style; or style that serves aesthetic without function; education systems that stifle play; life where there can be quantity of connection without quality of connection; and disaster relief shelters that provide coverage but no comfort.
Various studies have shown that quality of life comes from how much our daily experiences are imbued with love, inspiration and pleasure. According to the Goldberg study, happiness is most easily attained by “living in an aesthetically beautiful city.” The things people were constantly surrounded by—lovely architecture, history, green spaces, cobblestone streets—had the greatest effect on their happiness. The cumulative positive effects of daily beauty worked subtly but strongly. In addition, Dr George MacKerron, in his “Mappiness” study whilst as a graduate at the London School of Economics, identified that after moments of sexual intimacy, the highest levels of happiness were all related to beauty, including being at an art exhibit, theatre or concert.
These studies highlight the importance of the beauty in daily life, but that can often be reserved for isolated experiences, like art galleries, fashion shows and manicured gardens or time with a beloved. We look to capture the essence of beauty, in all that we do, to make life a living, breathing work of art.