Marketers create behavioural profiles that reveal more about us than our DNA does­—by tracking our desires using metadata retrieved from apps, social media, and websites. To what extent is what we long for affected by what others want us to long for? Land of Desire – Happy is the New Black questions today’s increasingly consumerist society and desire-driven media landscape. The starting point to the project was a two-month residency at the Museum of Image and Sound in São Paulo: the first megapolis to ban outdoor advertising and billboards in the city, pushing dominant visual culture into the virtual realm.