Moving beyond the naked acquisition and accumulation of goods that dominates the present trends within China's consumers and where fantasy embodies itself in a crude materialistic manor, supply and demand is expected to see a synergist shift. Supply will become about the design of identities and the articulation of fantasies beyond materialism. There are pockets of immense creativity in China: the worlds of film, contemporary art and computer gaming. Their effective use in products and marketing is however almost non-existent, nevertheless it is this relationship between reality and fantasy that is the most productive in design and motivating consumers to interact, play, and fantasise with brands and what they have to offer.

I believe it is the societies that have harnessed the ability to make that journey and back again which are most productive. My major project is about empowering the Chinese population to embark on this journey, and evolutionary jump in consumer brand relationships.