SXSW Interactive 2014
Down From The Cloud: Nostalgia in a Digital World
These days, our lives are taking place “in the cloud.” Experiences like music, TV, movies, maps, art, even quality time with friends or family are all happening online, leaving less and less for users to collect, touch/feel and use while they aren’t necessarily “plugged in.”
The idea is that the digital age eliminates clutter and centralizes an individual’s life in one digital hub or storage unit, which in theory seems convenient and streamlined. However, this movement has passed by a few cultural, human truths, which prove that we are tactile beings and storytellers by design. We are collectors of our own history. We acquire tangible items and real life experiences to invoke nostalgia and tell our life stories.
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Additional Supporting Materials
- This discussion will explore the emerging trend of tangible items or experiences becoming the output of digital interactions, and the user behaviors and needs behind them.
- Vinyl records, map making and photo albums are popping up as companions to experiences that initiated online. This conversation will explore case studies for these examples, and how this trend can or will change how brands approach their brand strategy on and offline
Melody Wolff, Associate Director of Corporate Communications, DDB