They have reacted, because the Danes are not that happy in their everyday life even though, Danmark is ranked nr. 1 in World Happiness Report. By looking at the Global Emotion Report Danmark is only ranked nr. 58, where it is asking how you are feeling yesterday. This is treating the good reputation of Denmark.

Now COVID is distancing us from each other, the Supermarket has become a new social spot. By introducing the mechanical dog basket “FIDO”, it increases your everyday happiness by making your shopping experience playful.

“FIDO” is a design fiction, that starts a dialogue around the future - how will the supermarket be in the future? What defines happiness? And who is responsible for it?