The idea for “Hyperreal Enterprises” came along sometime in the middle of the 2000’s, inspired by Jean Baudrilliard. In 2019, his terse description of the problem still stands.

Henceforth, it is the map that precedes the territory—precession of simulacra—it is the map that engenders the territory and if we were to revive the fable today, it would be the territory whose shreds are slowly rotting across the map.

Most straightforwardly, the “map” is the world’s exploding knowledge, and the “territory” is the world in ecological crisis. However, a new ecology is possible. What if we knew more about the world’s supply chains, work processes, and hierarchies? We are starting here with technical knowledge, but in the future we hope to be equally explicit about other knowledges.