Where I get “Glassholes”, “digital dualism” and the New Aesthetic (still!) into my company’s blog. Go read:
But what was SXSW really all about?
The convergence of digital and physical.
Interfaces are about how we connect our physical, sensory bodies to digital displays. Augmented reality seeks a seamless meshing of the two. The sharing economy is about using digital and social technology to help us better manage our property. And MakerBot’s 3D scanners and printers give us a technology that can digitise the physical, digitally manipulate it – and print this new hybrid object back out into physical reality.
These are ideas that tech theorists have been hashing around for a couple of years… [read more]
Of course, I wasn’t the only person to spot this theme at South By. Three panels had it in their titles:
- Embracing Analog: Why Physical Is Hot
- Physical & Digital Collide: Retail Rewired [write up]
- Re-Imagining Toys: Merging the Physical & Digital [write up]
Ad agency JTW’s Innovation unit were also really pushing this line. Their ‘Director of Trendspotting’ Ann Mack spoke on the “Embracing Analog” panel - an interesting (Q & A) here. Where we differ: I’m talking convergence, whereas they’re still firmly in the world of digital dualism:
What’s more interesting is a survey from Frank Rose: "Embracing Analog" at SXSW: What the growing fascination with the physical means for marketers (and everyone else)If you keep in mind that digital is for efficiency and convenience, and physical is for feelings of substance and emotional connectedness—for feelings generally—you can’t go too far wrong.
It starts by looking straightforwardly enough about the things people do digitally, and the things they do analogue. Key figure: only 7% of Millennials were “hard core digital” - we’re not there yet. The survey then asked about the emotional associations people had with “stuff”:
"I’d be interested in buying now-obsolete items like record players as a collector’s item"
- Millennial: 64%
- Gen X: 51%
- Boomer: 28%
- Silent: 15%
Two-thirds of Millennials said they regard nicks and scratches on an object as a sign of personality, compared to half of Boomers.
Thence, Instagram and skeuomorphism…
But, as my choice of image shows, not everyone is happy about digital-physical convergence. Grumpy Cat for one would have been happier left on Mashable.com, not the Mashable tent…
Image credit: Buzzfeed, gofwd.tumblr.com
British fashion megabrand Topshop are running a Be The Model in-store experience (15-20 Feb), where they make you into an animated GIF.* Awesome idea!
Fuck yeah how “now”
Fuck yeah making things
Fuck yeah what a way to generate content that people are really going to want to share on their social networks
Fuck yeah what a great way idea to connect in-store and digital
Fuck yeah proper “experience” marketing
Fuck yeah clever marketing for a brand to “empower”** and celebrate its audience by giving them the ability to do something a bit techie (make a GIF) that they probably wouldn’t be able to do themselves.
I am proper impressed.
(Though Topshop are missing a trick on Tumblr. They have http://topshop.tumblr.com/ but it’s streetstyle, and not necessarily of people wearing Topshop, and maybe not wholly tapping into the Tumblr aesthetic and curation dynamic. I think there’s more they could be doing with this channel…)
* GIF is not me, it is just a good one where the subject knows how to use the medium properly :)
** Obviously a deeply problematic notion, brands & “empowering” consumers. However that is the jargon, and there is a value and relevance in foregrounding it here. We will deconstruct it later, class :)
With promo like this, who needs critics?
The possibility is mooted that former Paris Vogue editrix Carine Roitfeld / her new mag does not exactly *get* digital…
I hope that GIF is ironically bad, though even then I still can’t fathom *why*.
(via NYMag.com - The Cut)
I am not going to talk about the NA any more! But still, this is pretty cool from a big fash brand - I presume if they’re making animated GIFs it’s Tumblr-specific marketing.
Not exactly the imagery I’d expect from Givenchy, who have lately been exploring a gothic couture direction. This is a glitchy techno gothic - with the boots, a fraction Balenciaga. Can’t quite map it against their autumn 2012 collection. But let’s see.