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HODLism: An ISO on blockchain



An Initial Soul Offering on Blockchain.

Decentralized applications promise self-sovereign identity, decentralized governance, prediction markets, global access to finance, and other planetary paradigm shifts. Playing into the fanaticism surrounding blockchain technology and it foundations as a faith-based system, HODLism: An Initial Soul Offering, is an interactive investigation exploring blockchain as a religious experience and aims to facilitate discussion about the technology’s social, cultural, and ethical implications.

Recipient of an Ethereal Summit Arts Grant, the installation invited conference attendees to kneel and pray to Father Satoshi Nakamoto, the pseudonym of the creator of Bitcoin, at an altar to decentralization. Focusing on transparent transactions, as a prayer was entered into the terminal it was immediately made visible to all via a streaming sequence of LED lights. Simultaneously, the prayers were also algorithmically converted into private keys that were used in an attempt to unlock Satoshi’s original bitcoin wallets, which would in turn reveal the chosen one.

Working with ConsenSys and my team, I took the lead on creative direction and experience journey, which included choreography, interaction design, and creating an environment using recognizable abstractions and icons.

interaction · experiential · blockchain

4 weeks, April - May 2018

My Role
Creative Direction, Experience Design

Project Team
Tyler Gumb, Nour Malaeb, Azucena Romá

Blockchain Engineer: Alex Tsankov

ConsenSys Blockchain Solutions

Press —
Vice News, Wired, Bloomberg, Forbes




One of the most valued offerings of the Blockchain is high-level transparency. As soon as information is stored onto the blockchain it becomes immutable, where it can never be altered or deleted. Focusing on transparent transactions, as a prayer was entered into the terminal it was automatically converted into a hash then shared via LED strips to all. All participants involved agreed to this transparency, which instilled mutual trust into the experience.

The terminal prompt as it appeared to participants.

The terminal prompt as it appeared to participants.

You hold too much power in something and what for?
This is kinda fucked up hey.
Forgiveness and the absolution of our sins.
I pray for the decentralized economy to spread the wealth of the world more evenly
I pray that the music artists take the bold leap and part ways with Ticketmaster and the likes so that music can be enjoyed.
Never move the coins.
it’s gonna be really hard to convince people that we aren’t a cult if you guys keep doing stuff like this at conferences






Consensys, a blockchain software technology company, was seeking proposals for artwork at their annual Ethereal Summit, a two-day conference of storytelling and knowledge sharing around a blockchain-powered future. Working with my art collective, Vapor Ants (formerly known as Picnic), we met up to brainstorm. After researching and understanding the blockchain space, we drew several comparisons between the fanaticism, hopes, mysticism, and underlying principles of blockchain and religion.

Initial Ideation

Building upon our idea we initially proposed a three part religious experience:

The Altar
The main altar experience was based off the verb 'HODL,' a term used by the cryptocurrency community for holding onto cryptocurrency as long as possible rather than selling it in order to reap higher value later. Building off the self-control to HODL, we wanted to impose an expression of penance for attendees by having them kneel on a pillow embedded with sensors, bestowing crypto blessings on those who knelt the longest.

The Reliquary
We also envisioned a reliquary of items marrying historical religious objects and modern day religious "miracles" like the 'virgin Mary toast' with blockchain culture. Instead of the holy grail, we pitched ideas such as “the first GPU to mine bitcoin" and a toaster offering pieces of toast with a "holy hashes" burnt onto them.

The Prayer Terminal
Similar to a confessional booth, the third part of the proposal was a prayer terminal where people could type in prayers to Father Satoshi Nakamoto. The prayers would then be cryptographically hashed into private keys that would be used to attempt to unlock Father Satoshi Nakamoto's wallets. A real-world set of bitcoin wallets that have never had any bitcoin withdrawn from them and contain bitcoin worth millions of dollars at the time.

Rendering by Nour Malaeb.

Rendering by Nour Malaeb.


Scaling Back

Our proposal was one of the selected grant recipients, part of the feedback we received from the Ethereal arts team was to scale back our three part experience into one main experience. Moving forward the design became a hybrid of our three original ideas. Taking into consideration the space and the timeframe we were working with, I suggested that a central shrine surrounded by multiple prayer terminals may be the best way to work with foot traffic in the venue and maximize the experience for conference attendees. Nour decided on outfitting the terminals with 7" displays would allow for more people to interact with the experience at once in an intimate, individual manner.

Considering movement in the physical space

Considering movement in the physical space


So what does a futuristic techno-shrine look like?

I had some ideas of how a traditional shrine might look and what elements traditionally go into shrines. The objects were inspired by shrines I'd seen my Latin-American grandmother make, as well as finding inspiration online that I used to establish the moodboard and aesthestics. This included various plants, candles, framed photographs, mirrors, crystals, and lucky cats to create an ethereal vibe. The photos selected were meant to be tongue-in-cheek, featuring several well-known crypto icons.

I remembered these really amazing retro-chic 1970's mineral oil rain lamps that I crush on that have oil droplets on filaments of string that create the illusion of rainfall. I imagined having a figure of Satoshi inside surrounded by peaceful greenery and offerings from dedicated worshippers. But how to go from a tradition shrine to a futuristic techno-shrine? Obvi - This meant adding all of the LEDs! But how would the lights be placed?

Two possible directions

Two possible directions

Vintage Oil Lamps

Vintage Oil Lamps

Possible physical worship positions

Possible physical worship positions


How will followers know that their prayers were communicated in real-time to his holiness Father Satoshi out in the digital void?

The filaments of streaming mineral oil lamps and thoughts of adding LEDs reminded me of to a project I'd seen a few years back presented by designer crush extraordinaire Dan Goods at an AIGA conference. It was the perfect inspiration. His sculpture "Pulse of Exploration" reacts to real-time communications between 30+ interplanetary spacecraft missions and the Deep Space Network. Communications sent to a spacecraft triggers streams of light upward and information sent back to Earth triggers lights downward. The more activity in the lights, the more data is being transmitted.

This in the open communication also mirrored one of the most valued offerings of Blockchain technology – high-level transparency. As soon as information is stored onto the blockchain it becomes immutable, where it can never be altered or deleted. Focusing on transparent transactions, as a prayer was entered into the terminal it was automatically converted into a hash then shared via LED strips to all. All participants involved agreed to this transparency, which instilled mutual trust into the experience. Once we had an idea of how the LEDs would function and how the shrine would be setup, Nour rendered some examples of what it might look like.

Behold! Another rendering by Nour Malaeb.

Behold! Another rendering by Nour Malaeb.


Shrine Design & Testing

Tyler and Nour began wiring and programming the LEDs to achieve the look and feel we wanted, while we worked with Alex Tsankov to write the python application that would hash users' prayers into private keys. Nour also designed and fabricated the wooden terminals, while Tyler focused on content and responses in the terminal screen for the interactions and I worked on the shrine components.

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