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Step into the fantastical future of Iceland, where a Vogue magazine-type lens captures the surreal fusion of the country’s rewilded landscapes and the unsettling embrace of a dystopian future. This speculative design project began as a simple glossy magazine article, blurring the lines between aesthetics and critical inquiry.


The visually stunning images of a reimagined Iceland are meant to, at first, distract you….but if you look closely, you will slowly begin to see signs that things may not be what they seem. This imagined future shows how Iceland has become an island paradoxically caught between enchantment and artificiality. In this whimsical yet disconcerting narrative, traditional landscapes become stages, and ancient practices transform into scripted performances for tourists seeking refuge in a simulated past.


The faux products and hyperbolic tourist items, meticulously designed and captured in the lens, serve as both art and critique. They beckon readers to question the fine line between spectacle and authenticity, highlighting the eerie dance between the genuine and the illusory.


Beneath the glossy surface lies a deeper message—a reflection on the implications of our collective yearning for (re-)enchantment. Through subtle details and hidden nuances, "The Shadow Beneath the Seals" challenges assumptions about progress, nature, and the commodification of nostalgia.


This speculative journey invites audiences to ponder the imagined futures it unveils and question the role of aesthetics in shaping our perceptions. In a world draped in allure and disquiet, "Shadows Beneath the Seals" hopefully leaves you with more questions than answers.

Krónan, once a humble grocery store, has evolved into a fusion of commerce and spectacle. Its mossy rock walls whisper secrets of ancient lands, its shelves hold products adorned with the coveted Landvættir Uppskeru seal, which is given annually to farms that uphold the strict guidelines set forth by Iceland's Ministry of Authenticity. Tourists gather here, drawn by the allure of such rewilded sustenance. The aisles are corridors of nostalgia, a walk back in time.

Within this illusion of rewilding, a dichotomy emerges. The seal, once a symbol of care and respect for nature, dances on products that are but replicas of a reality long past. The true essence of rewilding, the genuine connection between people and the land, has been overtaken by the clamor of commerce and the pursuit of nostalgia the visiting tourists so desperately demand.

The shadows beneath the seals whisper of a world that has lost its way, a world that has forgotten the delicate dance of reciprocity. It is a world where the rewilding has become a mere echo, drowned out by the thunderous applause of artificiality.

Iceland has become a relic, a living museum, a Disneyland for the disillusioned, for those who yearn for a taste of the past. Tourists flock in even higher numbers than in the 21st century, desperate for a glimpse into a world they can barely comprehend. They can put on the “costumes” of harvesters and farmers, play at the gathering of eggs and mushrooms, and sing commercialized folk incantations into the sea, believing they can capture the essence of a bygone era.

Outside of the stores and homes in Iceland, rides have been constructed, offering tourists a semblance of an adventure, a glimpse into the untamed beauty of Iceland. They soar above waterfalls, watch in awe as glaciers glisten in the sun, and smile at the humble cow farmer in his specialized haycoat bringing in his herd…all from the safety of mechanized platforms and trolleys. The thirst for the perfect Instagram photo has been quenched, without the risk of peril, and the visitors who want to “experience” rewilding without getting dirty may do so this way.
TOOLS: Midjourney, Runway Gen2, ChatGPT, Canva, Adobe Illustrator, Adobe Photoshop, Paint, Hands
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