i(m)material girl emerges from today's creative masses with confidence in the forces of creation, entrepreneurship and innovation. Culture is the name of the game under the banner of which i(m)material girl vigorously strives. Her sway and her resistance are defined by the situation in which she finds herself immersed. Eager to execute, friction becomes her calling. This is why i(m) material girl pops up in forward-looking environments such as the sustainable eco-knowledge community known as Ásbrú.