Designers

Matilda Söderberg

Matilda Söderberg’s graduation project THE POTATO OF THE MIND depicts the idea of our neoliberal economy as being so pervasive that it perpetuates our entire perception of life. “Aided by social media and the ‘culture industry’, we start to value human emotions, experiences and creativity through a ‘productivist’ filter. This commodification of real life eventually alienates us from our actual life experience.” By outlining visual elements that we find desirable or common in everyday fashion, Matilda seeks to expose the social structures that surround us on a daily basis, and eventually also constitute the ideology of western materialism. She kept a ‘naïve’ approach to materials, which include wood, cardboard, found objects and leftovers from the workshop, and created a short film about how she interacted with them.

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg

Matilda Söderberg