SALLY

A future

(NOUN:SALLY)
a sudden outburst or emergence into action, expression, or emotion.

ORIGIN 1535-45;
from old French saillie, from saillir to dash or rush forward, from Latin salīre to leap.

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(NOUN:SALLY)
a sudden outburst or emergence into action, expression, or emotion.

ORIGIN 1535-45;
from old French saillie, from saillir to dash or rush forward, from Latin salīre to leap.

manifestation

lab

The challenges we face are great.
We believe our imaginations are even greater.

To create the future we want, we need to unleash our imaginations. Instead of responding in increments, we should be imagining without limits.

SALLY is EY Doberman’s future manifestation lab.

SALLY catalyses movement towards a world that thrives. A world that is regenerative and fair. A world that we can start building today.

Malmö urban food revolution
The Independent Food City

As a part of the work with innovation platform Plattform STAD, we explored a vision for what the city of Malmö could look like as an urban food system.

The result, an exhibition, was first displayed at Southern Sweden Design Days 2024, and has since then been displayed at various venues - and it has been turned into a website about the potential of an urban food revolution.

Explore the Independent Food City →

The exhibition invited visitors to envision a greener, healthier, and more delicious future city through multiple senses. It showcased diverse aspects of urban food production, including rainwater harvesting, urban root cellars, community gardens, and next-generation farmers’ markets.

Visitors could savor a locally sourced, plant-based burger or immerse themselves in the textures of ASMR culture crops, while children planted seeds to take home in nutrient-rich soil from an urban compost.

Future Window Sthlm Interactive soundwalk

A better, more resilient and exciting urban life is possible.

But what would it be like to live in a city where we think radically different about mobility, nature, energy, and resource flows? And how is that city different from the ones we live in now?

In the immersive exhibition Future Window, we use the city as a stage to explore different possibilities stories about the future through storytelling and Augmented Reality.

Future Window was launched in Stockholm in September and is a collaboration between SALLY and White Arkitekter.

Explore Future Window Stockholm.

A preferable

future of

Food

Our food system is broken, but it doesn’t have to be. Food could instead become the single most impactful regenerative solution — healing our ecosystems, soils, oceans, atmosphere, communities, and bodies. Not to mention be way more fun, diverse, and delicious than today.

Through new concepts, business models, and services, we have explored what such a future might look like — and how we get there.

This is a Preferable Future of Food.

Explore the future

of food →

1kg CO²e exhibition

The world we grew up in is no more. It will never come back. The future is what we make it.

We are at the crossroads for our civilisation and we must act today with an unprecedented determination to lower the climate impact of everything, furniture included. By 2030, just a few short years away, we need to have halved global emissions if we are to avoid irreversible and catastrophic climate change.

For furniture, the material choices we make as an industry typically accounts for around 50% of the carbon footprint. Material choices do matter. This is why we have dedicated this exhibit to materials and the invisible differences between them.

In the exhibit you can see how much of different materials you get for 1 kg of CO2e. What materials do you choose for the future?

TheCity2035 - an installation

Our imaginations can visualise two futures. One where we let business-as-usual run away towards collapse, and another where we grasp the opportunities in front of us and instigate the Great Regeneration.

The immersive manifestation TheCity2035 allows visitors to walk through these two distinctly different futures and see the result of our actions… or inaction.

SALLY and EY Doberman brought thought leaders and creatives from around the world to create a touring installation that has inspired audiences in North America and the Nordics. TheCity2035 continues to tour.

Our projected future is not acceptable. We need to imagine a future that is preferable.

To translate a preferable future into steps we can take today, we backcast. Backcasting is working backwards from the future to understand how we can make imagination a reality. What conditions did we need for change to happen?

How did our behaviour, the technology, the laws, social norms, and business models shift to bring in our preferable future?

Our collective future is not yet determined. It will be defined by the actions we take (and don’t take) today. So let’s choose our future. You. Me. Here. Now. And let’s make it a good one.

A speculative vision
for the public sector

In a speculative project SALLY, together with the Swedish Public Employment Service, explored what a new type of government institution might look like in Sweden in 2033. A place that responds to Sweden's need for lifelong learning, the planet's demand for action and humanities longing for meaning

Welcome to the Ministry for Meaning

A Preferable

future of
Fashion

Fashion is broken. From farm to factory to landfill, and all the steps in between. To fix it, we need to imagine what it could be. SALLY inspired the industry by imagining new digital products, services and business models that could create a future for fashion that is rewarding for all.

Discover a preferable

future for fashion →

Imagining a better
way to build

What if we could work with nature to house and shelter?

Our mycelium wall, made up of a 368.000 km root system, is a manifestation of the immense untapped potential of fungi. Acoustic and thermally insulating, fire-resistant, compostable and producing no volatile organic compounds. Our wall proves there are better ways, should we dare imagine them.

In collaboration with Nomy and Snohetta.

A manifesto

for a new era

A new era of fashion is dawning. A new generation of designers and entrepreneurs are shaping something new, something better. Fashion that looks beyond trends, fast fashion, fashion weeks runways, and easy fixes. Fashion that innovates beyond borders.

SALLY partnered up with Swedish Fashion Council to build a platform to celebrate this new era. We call it Fashion X.