By Jukka Aminoff
Many of us remember old mobile phones and slow internet connections. This was normal ten years ago. The world was slower, and or it felt so. We had more offline time. Nowadays people are quite busy, for their reasons, and because we are bombarded with digital messages and information all of the time, hence, we are quite busy with our smart devices.
Tech enables us to do things, which are very useful to us. There are lots of advantages, which can not be denied. However, some people feel that being connected online almost all of the time makes us more disconnected to our world. The business world is talking about fully automated factories and design processes. At the same time, artificial intelligence will recommend us what to consume and buy. Hence, the world might become too artificial because there is a desire for a human touch.
The main reason why I am so passionate about the luxury industry is that I want to protect artisanship and craftsmanship, hence, human touch. It is also about nurturing human creativity. This makes creations also more personal, from human to human.
We know that mass brands seek to automatize almost everything. It has lots of benefits but it can also make our world too ascetic. Therefore, there is a counter-culture rising, which is not against these issues but it has a different vision. It wants to embrace human technology. This means that we will use tech but it will go into our background. Then we have more time for a human to human connections, and we can enjoy more of the physical world, which can be touched.
Creative Director Chester Chipperfield (Tesla, Apple, Burberry) brought these ideas to our attention when he visited a breakfast event today in Helsinki, just a couple of hours ago. Hence, there is a growing desire to interact with other people. This is great news for the luxury industry, which is the main protector of human interactions in the business world.
Therefore, when luxury brands are designing their tech roadmaps, they should try to imagine how we can use tech less and how we can increase human connections. As an example, the director of Pinterest said that their mission is that people should use less time with their service. The mission of Pinterest is to give ideas fast because people should have more time to make their ideas happen - in real life. Most brands say that people should spend more time with their services. Pinterest has adopted a luxury strategy approach, hence, doing just the opposite what mass brands are doing.
This is a very nice mission statement because people need to focus their time on more “important” things. Here is the main principle for luxury tech services: people should not spend their time with tech services because people should enjoy their (offline) lives. Design tech services for being connected but not for being online all of the time by using devices physically. This is a fun challenge.