Italy – Reframing the notion of food scarcity as a remedy for overconsumption, The Beauty of Scarcity manifesto proposes a new retail model that celebrates frugality and resourcefulness. Written by food designer Francesca Sarti, the text challenges the long-standing belief that abundance is a good thing, championing the de-growth mindsets that we have seen in other industries.
As part of the manifesto, Sarti proposes five conceptual kiosks that advance her theory of 'aesthetic scarcity.' For example, the Poetic Bakery draws from the Japanese ideologies of sessei (moderation), setsudo (restraint), and wa (harmony) to position rationing as a way to reduce overconsumption. Tapping into the ancient preservation systems of the Pilgrims and Berbers, Sarti's Nomadic Hut takes inspiration from the resourceful design of indigenous groups. The Ascetic Deli, meanwhile, takes design cues from mujin hanbaijos – unmanned shops in the Japanese countryside offering few products and an honesty box for payments.
As supply chain issues continue to put a strain on the global food market, and the link between diets and environmental destruction becomes more pronounced, Uprooted Diets are emerging to address the vulnerabilities of the food system.
Consumer mindsets are shifting where waste and consumption are concerned. To attract eco-conscious consumers, consider how scarcity can align with self-reward, celebrations or pleasure