“The purpose of life is shopping…”

I just attended an atrocious speech by Rodney Fitch, talking about his company Fitch, which is specialized on brand experience and retail design. I am not criticizing the company, which is worldwide successful designing obviously excellent consumer experiences and interactions (e.g for LEGO), but the man himself. 


I just don’t accept a man  in the sacred place of a university, where personalities and characters are shaped, to preach from his pedestal literally that “The purpose of life is shopping“…I just don’t accept it! In the end Mr. Fitch closed his presentation with a beautiful but completely superficial video about sustainable supermarkets, where he visions supermarkets with no parking lots, but car parks (really, what’s the difference?) and more “sustainable ideas”…

Congrats Mr. Fitch!


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