UNZIPPED
WHAT IF?
You think you’re
choosing your
clothes?
Cute.
Fashion is the way in.
The choices we think are ours are where it gets interesting.
Part story. Part field guide.SEEDECODE
INTERRUPT
REWRITE
You came for
one thing.
Eight more for free shipping.
A delivery charge. A few extra socks. A decision that somehow changed its subject.
From the mirror.
To what comes next.
Choose a part to explore.
Start with yourself.
The clothes you keep, the ones you avoid and the stories you wear.
Identity / attachment / self-perceptionFollow the desire.
Inside the shop, behind the label and through the systems that make more feel necessary.
Persuasion / production / consumptionNotice what keeps you coming back.
Feeds, games and digital relationships. What happens when attention becomes the product?
Attention / belonging / digital influenceLeave room for another possibility.
Future materials, delegated decisions and the rules we might choose to change.
Possibility / agency / designWhat were you
actually buying?
Think of a recent purchase. Select whatever was part of the appeal.
Adapted from the book’s exercise. Your selections stay in this browser session.
There can be more than one answer.
Take a look inside
Three glimpses of UNZIPPED. Select a spread to read it larger.
Funny, unsettling
and hard to unsee.
Alex Veylen runs innovation at a fashion company. She knows how desire is designed. That doesn’t stop her shopping.
Fiction, researched ideas and four practical exercises. From the wardrobe to the shop, the feed and the futures we wear.
Follow the release ↗Publication in preparation.
Small moves.
Unexpected possibilities.
What if keeping things felt as exciting as getting new ones?
The game is taking shape. Explore the idea—and try one small choice below.
Two accomplices. Plenty of possibilities.
A story-driven puzzle adventure about what things could become.
That chair.
Again.
Alex thinks she likes grey. A drawer full of colour is hidden behind the chair.
Perhaps her taste has been a furniture arrangement all along.
Make a match.
Make something happen.
More than clearing a board.
Match pieces to uncover, repair and transform things. Sometimes the obstacle is a clue.
Try another move.
Your decisions are designed to change what comes next. Different outcomes, with trade-offs to discover.
Meet the household.
Alex, Lumi, Leo, Max and Petunia. Familiar lives, questionable habits—and a chair with too much responsibility.
SEE
Look again at what you already own.
DECODE
Spot the tricks behind the next must-have.
INTERRUPT
Notice the loop. Try stepping outside it.
REWRITE
Explore what could work differently.
Read one possibility.
Play with another.
WHAT IF? draws on the book’s characters and questions, with room to explore alternative outcomes.
Follow the puzzles, experiments and occasional wrong turns.
Follow development ↗Everyday life.
Questionable defaults.
Books, games and experiments about the choices we think are ours.
Marta
Waydel.
Founder & author / Zürich
Marta brings around twenty years of experience across fashion, innovation, digitalisation and sustainability. At The Spatial Explorer, she turns that experience into stories to read, worlds to play and small experiments to try.
A wardrobe full of clothes. Nothing to wear. A phone full of choices. Suspiciously similar ones. The work starts with familiar moments like these, then follows the less familiar forces behind them.
Fashion is one way in. Identity, technology and the possibilities of everyday life leave plenty of room to explore.
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