The Deliciousness of Life — an immersive in-store retail experience

(Initially conceptualised for Selfridges, Project Earth, 2021)

“You never change things by fighting against the existing reality. To change something, build a new model that makes the old model obsolete.” — Richard Buckminster Fuller 

An in store experience that celebrates life — the life that needs to be guarded, protected and honoured by us — the life that is inherent in all living things. Let us preserve one another, preserve our environment, let us preserve life itself. Since the dawn of the Industrial Revolution, we have traded quality of life for commerce; true fulfilment with consumerism; sustainable abundance for all with greed; life with death. These individual and collective choices have had consequences on both our quantity and quality of life. We have ignored the simplicity of connection with nature and its importance in our lives, as a healer, as a supporter of our very existence. In part, we have been ignorant of what nature offers us and how majestic, how vibrant and how vital the natural world is. The Deliciousness of Life aims to highlight and celebrate just what the natural world offers to us. 

Project Description

The room is darkened and we fill it with light. The Deliciousness of Life is a large centrepiece that features a glow in the dark urban scene sculpture base, as a symbol of where we are and a hologram of our vision for the future floating over the top, where we would like to be. It looks as if the vision for the future has risen out of the base. (I liken it to giant ‘snow globe’, but with a vision celebrating preservation of the natural world instead of a snow scene and customised to the shape of the room.) Using a both physical (sculpture) and digital (hologram), the space bridges the past and present, physical and digital.