Joseph Dejardin

Consumption shapes the city.

Transport infrastructures have become giant travellators connecting a series of retail opportunities.

Retail is undergoing an epochal shift as it migrates online. From commodities, through goods, services, experiences and now 'being', Behaviour has replaced physical objects at the heart of consumption.

The city plays a central role; the production of desire. Physical retail ceases to be about exchange and becomes a series of emotional biases, atmospheres and connections, a staging ground for the emotional acrobatics requisite to define ritual and identity.

It becomes possible to spatialise the production of desire through mapping the seven archetypal plot forms used in behavioural manipulation as a series of emotional transitions.

These emotional matrices unfold across the city and as the traffic of everyday existence is routed through them, the space is layered with narratives.

These narratives take the form of virtual landscapes that suggest routes and modes of action. At key points of transition, these landscapes become physical platforms, meshing the virtual and the real, and altering the fabric of the city.