Research proposal inviting artists, scientists, and academics to explore the relation between pop culture, sustainability & innovation. The proposal focuses on four areas: 1. Interpreting sustainability 2. Greening of pop culture 3. Future nature 4. User-centered sustainability If this triggers you, please leave a comment, or visit www.oriolpascual.com

1. Pop Culture,
Sustainability &
Innovation
by
Oriol pascual
Oriolpascual.com

2. Layout
• Pop culture makes
everyone an artist
• Synergies between
art & sustainability
• Opportunities for
art, science, &
academia
Sustainable Dance Floor

3. Today, everyone
is a cultural agent

4. Traditional media

5. Complex & expensive

6. New media, affordable & accesible

7. Power shift also
aplies to physical
objects
Atoms are the New Bits
by Chris Anderson

8. Desktop 3D printing - MakerBot

9. 3D printed figures

10. “Connectivity = productivity” Iqbal Quadir

11. technological
Innovation
is transforming
pop culture

12. Creativity = entrepreneurship

13. Pop culture
Video
Photo Music
Performance Gaming
Pop
Culture
Fashion Product design
Dance Graphic
Leisure

14. Pop culture today
• Empowerment of
the individual
• High connectivity
• Always online
• Digitalization =
cheap production &
free distribution

15. What is the role of
sustainability?

16. Sustainability
People
Planet Profit
Balance between social, environmental
& economic development

17. Sustainability today
• Science-centered:
Kw/h, Kg CO2, etc.
• Policy-driven:
Kyoto, EU
Directives
• Focus on
functionality at
reduced
environmental load

18. Sustainability needs
• User perspective
• Experience
dimension
• Interpretation &
understanding by
non-scientific
public

19. Scientist Artist
Facts & data Interpretation & vision
About making About providing
products greener experiences
Society

20. Sustainability
Society
Pop
Artist
Ecology Value

21. Role of the pop artist
• Interpreting science & hard data into
feelings, experiences & visions
• Contributing to awareness creation &
public debate
• Innovating & pushing the boundaries
of the established

22. Cases

23. Meet the Food You Eat by Adam Little

24. Pulse city watch
• Measures
environmental data
(1000 units in Paris)
• Promotes people
participation in
building
sustainable cities

25. Pulse City Watch by Fing

26. Laser tag graffiti
Laser Tag Graffiti by Graffiti Research Lab

27. Next nature
Light Grass
by Frits Stam

28. Public space &
energy consumption
Power Flower turns energy consumption into art

29. Opportunities for
art, science
& academia

30. 4 themes

31. 1. Interpreting
sustainability

32. We Feel Fine

33. 1. Interpreting
sustainability
• Rationale: sustainability is hard to
grasp, understand & feel
• Goal: translate environmental data into
artistic representations
• Data: energy, CO2, waste, footprint
• Example: expressions of energy
consumption

34. 2. Greening
pop culture

35. Reverse Graffiti

36. 2. Greening pop culture
• Rationale: pop culture can be more
sustainable
• Goal: Explore synergies between
sustainability & pop culture
• Examples: Sustainable Dance Club,
Green Graffiti

37. 3. Future nature

38. Dune 4.2 by Studio Roosegaarde

39. 3. Future nature
• Rationale: nature is constantly evolving
• Goal: define scenarios for tomorrow’s
nature
• Examples: interactive landscapes

40. 4. User-centered
sustainability

41. Don Norman

42. 4. User-centered
sustainability
• Rationale: a lot is known on how to
make products greener, but little about
how green attributes are perceived by
users
• Goal: understand how users perceive
different dimensions of green
• Example: product semantics (pdf)

43. 4 themes
1. Interpreting sustainability
2. Greening pop culture
3. Future nature
4. User-centered
sustainability
Flickr Photo by Dvortgirl

44. Defining the
Sustainability
interdisciplinary
field combining
sustainability, ?
innovation & pop Innovation Pop culture
culture

45. research opportunities
• How is sustainability & innovation
influencing pop culture?
• Under which circumstances does
sustainability drive innovation in pop
culture?
• What is the role of the professional pop
artist in sustainable innovation?

46. Artists,
scientists & academics,
can’t afford to miss
this opportunity

47. It is time to
invent the future!

48. About Oriol Pascual
• Business Developer
at Enviu
• Pre-Incubation
Manager at Dnamo
• PhD Candidate
TUDelft
• New Media Lover

49. oriolpascual.com
@onsustain