Artists at the Netherlands Pavilion, Culture|

Picture this: The Netherlands, 2040. As climate change has negatively impacted the growth of crops, the increase of prices for vegetables and fruits has continued steadily over the years. A healthy diet has become a luxury for most people. Thieu Custers and Pauline Wiersema, a designer duo that loves to shift perspectives and crack brains, explore a potential – and disturbingly simple – solution to this complex problem. Sponsored By presents a scenario in which companies get the opportunity to sponsor products in this new supermarket. By doing so, the price can stay low and unrefined products can stay accessible for everyone. In return for acting as a force for good in society and taking a positive role in our food and drink supply chains, companies can put their advertising in and on the products.

For those that have some more money to spend, a Premium version is available without any of the advertisement from sponsoring companies. One luxury replaces the other… How would you feel about Shell sunflower oil that states ‘Our oil has never been this clean’? Or KLM Milk, Maestro Elite nuts mix or Tata Steel spinach? Happy, healthy grocery shopping!



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