The museum-ification of shops and their customers as collectors of  subjective products

Welcome to the newsletter from the future, a monthly article coming out of the Creative Chef Studio that serves you some ideas and future thoughts on topics that we at our studio think about. What are the directions, what are the topics of tomorrow? Where are we and should we be heading for. These ideas are not evidence based. They are purely driven by gut feeling and signals we hear and see around us. So don’t believe everything we say… I am just saying.

This month we would like to talk about the change in retail. What are the new products that we wil be buying in the future and how will we do that?

We started to talk about this topic during our presentation of digital real estate for our Future Food City Project during an exhibition in Switzerland. A non existing building validated with NFT’s and a key to give acces to the digital version of your new home in a utopian city. You can find more information about this project over here.

What we think here at the studio is that we will slowly see the growth of a new product that is not an object. Necessity objects will stay. Think food, packaging, clothing, material shops etc. But there will slowly start a big growth in evidence based/ NFT minded products/tokens that can verify your digital asset as unique in time and space. But the difference from the current NFT rage is that the subjectives I am talking about is that they will have an extra layer. A layer of the subject perceiving the ‘product’. 

What kind of products are subjectives ? 

These products are unique and one of a kind. They are subjective, meaning that they exist because of the person who buys the product.

It is an understanding, a thought that defines the buyer and makes him/her feel unique. It could be anything like a thought or a problem to a question or a believe. But also chunks of information that is part of a bigger product called knowledge/wisdom. People can buy and experience these educational products and collect them in their personal app. A show-off gallery that also shows your skills, interests and uniqueness. A collection of ideas, believes and problems that is able to communicate with likeminded people. These collections are private and can only be shown when the owner actively shows them in their gallery. A personal collection of captured subjectives.

An online experience where people can visit each others collection. The rise of personal museums that go beyond a shit load of photos and films.


I can hear you say, okay that is pretty weird but I do think that humanity is done with collecting stuff that becomes trash. Collecting is a core activity of humans. People need to have a definition or feeling of who they are and what makes them unique. Those used to be, and will partly maintain to be things like nationality, religion, music, brands, food-preferences and history. But because of the rise of internet, social media and platforms that created acces to information for all there is a need for a new kind of identifying product.

The products I am talking about are hyper unique and can only be experienced, bought and created once.

Before I go further, let me start with explain my ideas about products in stores in the future.

You can divide them into three main categories;

Objective Products 

Objective products in the future are the ones we already know now. Think food, clothing, building materials, plants… Any kind of object that is truly necessary to maintain a comfortable life that is based on basic needs for humans. 

Digital Objective Products Linked with NFT’s

These are products created by artists or companies that are created and sold in a digital surrounding. Valued and given existence with the help of NFT’s.

Subjective Products

Subjective products are the products that define you as a human being. Products that allow you as a human to look at it in your own way. They come in quantities of time and can be stored in your own personal collection defining the person you are. The form/shape of these subjectives can be anything actually, but if they are sold to customers they will have a shape that is attractive for customers to engage with them. Think art installations, performance, education, keynote etc.

These are objects that the customer engages with. Startingpoints for them to think about a topic and then turn it into their subjective collection in a digital way.



Everybody can make them and everybody does. The maker of a subjective product is the one who buys it and engages with the starting point of subjectives. Shops will facilitate curated topics and starting points with the help of artists, scientists, journalists and creatives. Carefully curated by brands who are able to attract customers. Topics that define the brands purpose and connect with the objects they sell. In the end the starting points connect with the THE KEY SUPPLIER; the customer. His or her perception makes the experience unique and turns it into a collectable subjective.


Slowly instore products become instore objects/artworks that bring alive interaction with the buyer. And those interactions are based on the known interactions we have know with the arts. So it can be a performance, a sculpture, a dish, a play, a song, a piece of text. I call this the museumification of shops. Starting-points for customers to buy captures of their subjectives collected in a personal app. These apps slowly become identities of persons and can be sold as data for companies who want to sell you real products or can become digital objects linked with NFT’s ( but that is for a later news letter )

I hope you enjoyed this idea of subjective products and collecting. When you are interested in this topic please contact us


Jasper is a well known artist and designer from the Netherlands and founder of the multidisciplinary Creative Chef Studio. Most of his work is connected with food and is shown around the world at exhibitions and museums like the Metropolitan New York and Beijing Design.

Jasper’s leadership style is that he likes to take action to create a better world. Together with his team he grows food in a garden with a hyperlocal mindset. He educates and shares his stories at schools and steps in as a food-consultant when a company is open for a change in their food behavior. 

He creates inclusive artworks for blind people and uses food to ‘visualize’ the story he wants to tell.

With a history as a chef, co founder of a chocolate factory, musician, cooking school and author Jasper now uses these skills to create immersive experiences that have the capacity to benefit collective stories that will help humanity to build a better future.