Affordable housing is scarce, rent is soaring and house prices put even the most serious savers out of the market. So many would assume a scheme to build apartments on a small portion of a 300-acre field in Berlin would be welcomed with open arms. Instead, protesters prevail.

From being accustomed to renting our homes, and that power drill you only need once, we now don’t mind renting a nail polish that someone else has already had their hands on, or not owning our washing machine. But why aren’t people so keen to own material possessions anymore?

How often do you get your hair cut? When was the last time you ate out? Do you subscribe to Netflix? Questions more akin to filling out online dating profiles will soon be asked by mortgage providers across the UK. But is it another case of a step too far for big data?

In response to increasingly fluid definitions of home, people are projecting their identities onto their living spaces by curating, remixing and personally improving their surroundings.