The flaw in the design of the universe

Cosmic design called into question

Studio M17, which specializes in designing hotels and restaurants in Marrakech, knows that every project starts with solid foundations. But even the universe seems to be calling its own plans into question. Data from the James Webb Telescope reveals a fundamental discrepancy between two methods of calculating cosmic expansion. One refers to the past, the other to the present—and the two contradict each other.

In architecture as in science, when measurements don't add up, the design must evolve. This “Hubble Tension” does not reflect human error, but a disruption of universal laws—as if the universe were rejecting its own visual identity.

M17 Insight: In a branding or identity project, a shift in perception puts everything back into play. This is exactly what astrophysics is experiencing today.

Towards a new strategy for understanding

In engineering, as in cosmology, precise models are established. But if observations no longer match predictions, the entire strategy must be rethought. The most recent analyses of more than 1,000 Cepheid stars have confirmed that the expansion divergence is not an illusion.

This is a strategic revolution: perhaps we need to incorporate unknown forms of energy, or even revise the laws of gravity. Such an overhaul calls for agile budget management and stress-free coordination—an area in which M17 excels.

M17 Parallel: In hotel projects, when parameters change, you need a flexible vision, cutting-edge expertise, and unfailing on-site monitoring. The universe, too, seems to be seeking its optimal balance.

Communication from another world

Communication from a rewritten universe

If the universe no longer follows established rules, perhaps it is telling a new story. This rupture necessitates a reevaluation of theories, models, and, above all, our collective narrative. Scientists are already talking about new physics—a cosmic storytelling revolution.

M17, an expert in immersive visual content and impactful communication strategies, knows that a well-told story can turn a crisis into an opportunity. What if the universe, too, were to rebrand its own image?

M17 Echo: This upheaval is an invitation to reinvent our imaginations, to go beyond the known, to explore new narratives—as we do in our campaigns for hotels and brands in Marrakech.