Martina Rocca’s work envisages a future of post-material consumer experiences in which brands sell emotional experiences to consumers.
How are you challenging thinking in your field?
By re-engineering a system that no longer functions properly. Consumerism was created in an era of environmental unawareness and it still relies on an obsolete mindset. The consumers of tomorrow will be equally motivated by the forces of desire and the drive for a new, sustainable consciousness. It will no longer be about what we consume, it will be about how we feel when we consume. We are moving towards an economy based on experiences, and this is an opportunity for the industry to re-invent and redesign the systems that they are based on.
What is the goal for your practice in the future?
I aim to propose valuable alternatives to the unsustainable practice of material consumption. Rather than adding a new range of products to the market, I am proposing a fresh strategy to limit the environmental implications of that market. The goal of my practice is to inform and inspire both the industry and members of the public. Emovos impacts the way we think today and invites us to explore how we can live more sustainably tomorrow.
What big shift do you think will have an impact on your work and the sector you work in over the next five years?
Immateriality and digital experiences. The blending of the physical and material worlds is opening up immense possibilities. Creatives, makers and advertisers are already exploring new ways of crafting, producing and communicating digitally, while consumers are increasingly prepared to shop for digital products in digital environments.