-1 Digital Lab
BuyCloud
Interactive video installation, Noa Jansma, 2021—ongoing
The transformation of the natural world into exploitable resources is a key process in the development of contemporary society. Designer Noa Jansma pushes this process to its extreme, applying it to one of the last remaining frontiers untouched by such capital-driven systems: clouds. By proposing the sale of clouds, Noa asks the viewers to question the commodification of natural elements and the ethics of profiting from environmental degradation.
The culmination of this research is an interactive video installation complemented by a virtual speculation market in the form of a website. Spectators are confronted with the looming threat of cumulus clouds disappearing within the next century due to rising carbon emissions. This impending scarcity paradoxically fuels a speculative market, inviting viewers to reflect on their own stance between climate justice and economic growth.