IMAGINE

When you think about the future, what do you imagine? Flying cars, tubed food, or high-tech clothing might be among the images that come to mind. IMAGINE sets out to study these images of the future as imaginaries. Imaginaries are the many ways in which we humans think about the future and ways in which they can become possible. Our project looks specifically at how we imagine sustainable futures.

Learn more about the project here

The project is in its final stage and has now launched its end exhibition.

The exhibition is a result of the IMAGINE research project, which explores how we envision sustainable futures. The project sheds light on how cultural narratives shape our imaginaries of future sustainable societies. IMAGINE provides new insights into today’s dominant narratives about sustainability and development, showing how they influence the ways we plan for the future.

The exhibition takes visitors on an engaging journey through various imaginaries of the future. It explores themes such as technological optimism, the tension between political governance and free markets, and alternative approaches to consumption and production. It also demonstrates how imaginaries vary globally. What is perceived as a dystopian future in one part of the world may already be a reality in another. This highlights the significant inequalities in how sustainability is understood and experienced across regions. By presenting possible outcomes of dominant imaginaries of the future, the exhibition seeks to make them more visible to us.

Imaginaries of the future are brought to life by designers and artists from OsloMet – Oslo Metropolitan University and Eindhoven University of Technology. Through the design of products and services, stories, and images of lost futures and newfound possibilities, they encourage us to think critically about what we believe in and hope for. Are the dominant imaginaries of the future in our time truly aligned with our wishes and dreams?

The exhibition is the result of a collaborative effort between the Department of Product Design and Consumption Research Norway at Oslo Metropolitan University, in partnership with Eindhoven University of Technology and Æra Strategic Innovation.

It is free entry to see the exhibition.

Oslo Metropolitan University (OsloMet) is a prominent institution in Norway, committed to applied research and education that directly addresses societal challenges. It offers a wide array of academic programs and research opportunities, with a strong focus on technology, social sciences, and health.

The Department of Product Design (PD) offers bachelor’s and master’s degree programs in product design, supported by research and development activities. These efforts focus on key areas such as design and education, culture, sustainability, and aesthetics. Located at Kjeller, the department is proud to be one of Norway’s leading institutions for design education.

Consumption Research Norway (SIFO) is a key research institute at OsloMet, specializing in the study of consumption practices and their societal and environmental impacts. SIFO explores how consumption is influenced by and influences economic, cultural, and environmental factors. The institute generates insights into sustainable practices, helping shape the understanding of consumption’s role in society and its implications for policy and business decisions. Through its research, SIFO contributes to a deeper understanding of consumption and its connection to broader societal and environmental issues.

Eindhoven University of Technology (TU/e), established in 1956 by a collaboration of industry, local government, and academia, is a forward-thinking institution that combines academic education with both fundamental and applied research. The Department of Industrial Design at TU/e is particularly recognized for its interdisciplinary approach, integrating engineering, business, and social sciences. This unique blend allows the department to lead in projects that focus on the integration of emerging technologies into daily life and their application in societal contexts. This interdisciplinary strength sets the department apart on the global stage, forming a robust foundation for collaboration in international consortia, industrial research projects, and within the university itself.

The exhibition has been curated by Marie Hebrok, with valuable support from Nina Heidenstrøm (SIFO), James Lowley (PD), and the dedicated team at Æra Strategic Innovation.

Marie Hebrok is a Research Professor at Consumption Research Norway (SIFO) at Oslo Metropolitan University (OsloMet). With a PhD in Industrial Design from the Norwegian University of Science and Technology (NTNU), her work bridges design, sustainability, and consumption practices. Marie is passionate about the intersections of design and sustainable consumption, and has been working in areas such as product longevity, food practices, plastics, digital services, and cultural imaginaries of sustainable futures. She applies diverse design methodologies such as speculative critical design, co-design, and systemic design to her research.