Case Study: Informa & Fundforum International explores the future of finance with Superflux

Mūtō Labs drives 220+ interactions with Superflux

Mūtō Labs, a speculative design project created for Informa, sought to provocatively explore the future of finance and asset management at the FundForum International conference. The challenge was to engage industry stakeholders on the profound structural changes and ethical consequences of emerging technologies like blockchain, big data, and robo-advisory in a tangible, experiential way, moving beyond traditional presentations.

The vendor, Superflux, implemented a solution by creating a highly believable superfiction: a fictional fintech company called Mūtō Labs, complete with a trade show stand, product demos, and marketing materials. This experiential intervention allowed conference attendees to interact with and experience a plausible future firsthand. The result was a resounding success; the fictional company received numerous "investment" offers and gathered live data from over 220 interactions. The project directly influenced the United Nations Development Programme to found a new AltFin Lab, and it provided Informa with a new transformational channel for its conference.

Mūtō Labs