icelab: think below the surface

Less mass, more energy

There’s a temptation to try to optimise your business by cranking out the same thing, efficiently, again and again. It’s the agribusiness model: get good at doing one thing, then do it as cheaply as you can in the greatest volume. Because you need to keep volumes high, you need to market to people who don’t actually want or need your product – and that’s just what it is, a generic product, the same as the last, the same as the next.

But agribusiness monocultures are boring and brittle: they’re prone to disease, and they’re easily wiped out when the market shifts.

We’re more like hunter-gatherers: we improvise, adapt, try new approaches. For us, a new project is an opportunity to explore different ways of doing things: to learn from the past, but also to try to build for the future. It means we need to have a broader range of skills because we do different things at different times. We stay agile and light. It’s more diverse, and it’s more interesting.

Designed by humans

• Michael Honey
• Max Wheeler
• Nathan McGinness
• Daniel Edmonds