‘ll-miżragħ’ : the construction of a brand using experiential and community based design, addressing the loss of endemic and indigenous flora

Abstract

‘Il-miżragħ’ is a project tailored from the end-result up. It throws consumerism back to its own face by crafting a product which tackles the problem of loss of biodiversity by turning the solution into a consumer product with a high level of detail to its structure and aesthetic. Taking care of the environment becomes a commodity truly worth buying into as well as the foundation for a subculture that inspires an entire community. It gives the participants a sense of ownership of land as a time capsule is buried under a tree, making it into a personal monument and testament to people’s lives. The garden stops being a product and slowly turns into a cultivated and loved piece of land. The consumer buys back what is truly important : a part of Malta’s heritage.