The Fulfillment Paradox Part 2 Project 2023 Nicolas Koenig ETH Zurich | Switzerland Following the Second World War and the events of 1968, society underwent a profound shift, transitioning from a needs-based framework to one driven by (and seeking to fulfil) insatiable desires. And digitalisation has only accelerated this transformation. Today, a mere swipe of a fingertip on a smartphone screen can trigger an intercontinental flow of data and goods, significantly altering our lives and urban experience. This feedback loop between reality, algorithms, and our spiritual aspirations is the object of my proposal. 'Fulfilment Paradox' explores the relationship between human desire, consumer products, and the logistics chain.The project proposes a radical overhaul of the Sin Centre, Michael Webb's iconic final year studio project from 1962, which serves as a commentary on the socio-technological shifts of that time. In the post-war period, the British Isles witnessed a shift from Edwardian morality to the carefree logic of American consumerism. Webb addressed this cultural transformation by envisioning a space that encouraged the pursuit of moral, bodily, and kinetic liberation through the transgressive use of the quintessential American gadget: the car.Today, US culture is still perceived as liberating in the UK, although the entertainment of the fossil fuel age has been replaced by that of the digital age. Fast driving has been superseded by fast shopping. In light of these changes, my project aims to update Webb's original vision by creating a space that caters to today's demand for instant gratification through shopping and the fulfilment of our immediate needs. Tutor(s)