8 June 2022
- DEN
Future Scenarios
Visualising Gen-Z as cultural audience of 2040
About the project
DEN is a knowledge institute working to stimulate digital innovation in the cultural sector in the Netherlands.
They approached me to help them bring to life four future scenarios, each showing a different version of generation Z and the cultural audience they could become in 2040. The aim was to make these scenarios more easily imaginable, in order to help entities in the cultural sector such as theatres and musea to adapt into the future.
In addition to this brief, my personal goal with this assignment was to create lively and cinematic scenes that be like a window to a different world in a single image.
The starting point: a document developed by Freija van Duijne for DEN, outlining the characteristics of the four future scenarios along two axes: Active / Passive, and Inclusive / Fragmented.
Our first sketch after thoroughly discussing the scenarios with DEN. We decided to create one main character, Naomi, to appear in each scene as alternative versions of herself, highlighting the differences between the four timelines.
After some tweaks, the first concepts were approved for further execution. We added short textual descriptions to bring into focus what we were depicting. A copywriter refined the descriptions over some iterations.
Black & white roughs to check how the contrasts would work in the full color version.
I provided 3 color options and the client picked this one. The selective color matches with DEN's brand identity and highlights the key points in each scene.
Active cultural (re)producers
Many theatres and musea were forced to close down after losing their subsidy. This is Naomi's chance as a producer. She's part of an international talent hub aiming to co-create and exchange collections together. Hybrid forms, blended genres and remakes: all turn out to be hugely successful. Is this the new way? (Axes: Active + Inclusive)
The world's cultural content as one big collaborative remix that Naomi actively contributes to.
Active online bubbles
Naomi is an important online cultural influencer. She advocates for the environment, while also sharing entertaining content about her personal life. The world is her stage. Each week, she reaches around 2 million people globally, who actively share her content. Companies and artists all want to collaborate. However, not everyone cares about her content; they follow their own interests and end up in their own online bubbles. (Axes: Active + Fragmented)
Vibrant online communities that drive the conversation, but are otherwise isolated from each other.
Passive isolated communities
Naomi lives in a suburban community, where the real estate is still affordable and she can surround herself with like-minded people. Everything is within reach; shops, sports, and a wide range of cultural offerings. She can just take her pick, or otherwise search for it online; like following an online course in calligraphy. She's not very active on social media and only shares something when it feels truly special. (Axes: Passive + Fragmented)
A self-contained community of like-minded friends and partners, where Naomi is a consumer rather than a producer of cultural content.
Passive consumers of a diverse cultural offering
Museum square is full of announcements: a VR experience at the museum, a Spanish singer at the pop stage, and a dance performance with drones. Unlike some of the younger visitors, who can't be bothered by any of it, Naomi is definitely interested. But should she get a ticket to go see it in one of these traditional temples of culture, or just check it out online? (Axes: Passive + Inclusive)
Whatever your interest may be, the city has something to offer. Cultural consumption patterns meet personal lifestyle choices.
Publication
The four illustrations were made into a beautiful instruction manual, which explains how they may be used by cultural institutions to brainstorm and prepare for the future.
You can download the manual here.
Many thanks to Reinier Hamel from Spinner & Langkous for the graphic design on the manual, Freija van Duijne for creating the original scenarios, Marjolein de Boo for the copywriting, and everyone else at DEN for the beautiful assignment and collaboration. For more information on DEN and its activities, visit DEN.nl.