Feed House: How Digital Perfectionism Reshapes Routine and Domestic Space

by Morgan Macdonald

model1 photo model2

This project investigates how digital perfectionism, an emerging socio-technological condition shaped by self-monitoring, unrealistic standards, and image-saturated media environments,1 reshapes the spatial experience of the home. Recent studies describe digital perfectionism as a technologically mediated form of self-surveillance, in which everyday routines become reorganized around comparison, optimization, and constant self-evaluation. Within domestic spaces, these pressures subconsciously restructure how rooms are experienced and perceived. This project aims to prompt reflection on how digital platforms and technology addiction increasingly shape our spatial habits and sense of domestic comfort.

The model, inspired by the layout of my apartment in The Hague, isolates three rooms as discrete modules, allowing the home to be “cut open” into specific moments of routine shaped by digital influence. The WHO includes myself, my roommate, and, more broadly, young women targeted by digital platforms and content creators circulating unattainable lifestyles and standards.

Each room contains a semi-translucent photograph printed on film, depicting how digital perfectionism infiltrates daily rituals: scrolling in bed, scrutinizing one’s reflection in the bathroom, hesitating over food choices in the kitchen. Minimal white furnishings reinforce the aesthetic discipline associated with digital perfectionism.

Beneath the model, the baseboard is engraved with precise lines that converge toward a panel representing the “digital feed.” The exposed wiring of the timed light circuit is visible above this network; each room can be illuminated independently or collectively. Together, the engraved pathways and light circuitry situate the model within the broader technological systems that condition routine, attention, and ultimately, the spatial experience.

1 Sedera, Darshana and Sachithra Lokuge, Flaws in Flawlessness: Perfectionism as a New Technology Driven Mental Disorder (arXiv preprint, 2020), p. 1

Morgan Macdonald