Supermarket of the Future
Embassy of Food 2021
Welcome to the Supermarket of the Future!
This year, the Embassy of Food has researched the role of design in the current food system. From applied design to speculative future scenarios. Why do some products end up on the shelves and others don’t? And why aren’t good ideas further researched or implemented? How can we bring about change and strengthen the position of designers in the food system?
The Supermarket of the Future -under construction- uses seven themes to present the results of this research and a wide range of food design projects for a better world. After all, you, the consumer, have a huge amount of influence over what makes it to the shelves simply by choosing what to put in your shopping basket: steak or bean burger? Cow’s milk or soya milk? Local, seasonal crops or foreign exotics?
Next year we will look further into the future, to 2050. What will we find in the supermarkets then? Which technological gadgets or futuristic products will we be able to see, taste or experience? Will ‘the supermarket’ as we know it still exist in 30-years’ time?
Colofon
Curators | Chloé Rutzerveld & Annelies Hermsen
Exhibition Design | Babke Dekker, Overtreders W
Graphic Design | Jelle Zweegers, Subjekt
Project management | Judith Öfner, buro bordo
Production & Realization | Lot Meijers, Ham Interieurbouw
Partners
DDF
Stichting DOEN
Prins Bernhard Cultuurfonds
Albert Heijn
Next Nature Network
Wageningen University & Research
Participating Designers
Doreen Westphal
Rui Xu
Louisa Zahareas
Yuval Yancovitch
Kuang-Yi Ku
Marije Vogelzang
Studio Parsons & Charlesworth
Studio H, Hannerie Visser
Elzelinde van Doleweert
Meydan Levy
Next Nature Network
Annelies Hermsen
Chloé Rutzerveld
Gaba Labs
The Eatelier
Xander Cummins
Notpla
Morphing Matter Lab, Lining Yao
The Supermarket Advertisements of 2030
