Recently MFA students in industrial design at Milan’s Scuola Politecnica di Design won rave reviews for their SuperFarm installation at Salone Satellite’s “50 + 50 ” Designing the Future fiftieth anniversary exhibition. Prompted by a line from David Fincher’s film, The Social Network that remarks, “First man lived on farm, then he lived in cities, now he lives online. What’s next?”, Hafsteinn Juliusson, Joana Pais and Rui Pereira re-imagined both farm and supermarket in ways that could potentially transform neighborhoods, public health, and humanity’s connection to food.

The designers propose repurposing unused urban land for agricultural usage and connecting these mini-farms directly to retail locations, allowing consumers to play “an increasingly active role in food production” at supermarkets that require customers “to move and physically work in order to produce and earn their food.” In addition to its supermarket, the SuperFarm features a greenhouse, animal courtyard, windmill, dairy and a fishpond.

For more information on the presentations, designers and trends seen at Salon Satelitte and other events during Milan Design Week, view our full report.


Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.