Federico Porro

[Speculative Experience]

A critique of excessive human consumption and its environmental impact, conveyed through the lens of rice. A fictional scenario—built on extreme speculations grounded in real data—designed to immerse the user through the brand experience and prompt reflection on the issues addressed.

2098: Okome is a Japanese multinational corporation specializing in research and development, production, and distribution of rice. Founded in 2002 as a genetic modification lab, it became a market leader by anticipating trends and developing new rice varieties that take advantage of climate change. Population growth has increased demand, while global warming has reduced supply, turning rice into a luxury food.

The user is immersed in the scenario through a guided selection experience among the 18 rice varieties produced by Okome. Three parameters help the customer find the rice that best suits their needs—but as the parameters change, a rice grain transforms, serving as a metaphor for soil altered by climate change and human impact.

At the end of the experience, alongside the chosen rice variety, a report is provided detailing all the characteristics of the rice and its cultivation environment, which can also be accessed on the website. The packaging itself visually represents the growing environment of each variety, with color and shape distinguishing the different types.