To download this Synopsis in PDF, click here
How do you speak about the human senses in the digital world? Is it
possible to relate our five senses of sight, scent, taste and touch in the
virtual world? How can we even begin to actualize scent, taste and touch
online? Or is there a specific digital sense that exists? Have we reached a
point where we can begin to imagine a virtual world that provides the
possibility of not only seeing luxury products on our screens but also touching
and even tasting them? Are we gravitating towards a digital world where we can
smell our favourite fragrances before buying them online? Are we even right to ask
these questions?
All indicators from the expert knowledge that was shared at the recent Club e-Luxe Breakfast Seminar show that
we have reached a sensory turning point in the digital context. For example, it
may be surprising to learn that scent can now be transformed into binary codes
for digital encoding, a long way of saying that “scent-based computers or
digital devices are in the horizon”. The possibility to touch products
projected digitally is also more real than ever, after all 3D printers have become a reality earlier than most people images (just
type in 3D printer in Youtube and you’ll be amazed at what you’ll find). And
speaking of sound, we now have the possibility of not only composing and
compiling custom or “branded” sound digitally, but virtual monitor and control
of sound is now as easy as breathing. In other word, a luxury brand with a
network of 100 stores around the world can have a “digital sound station”
located in one store and from this vantage point control the sound and music
that is streamed in all its stores every minute and every second down to the very
last details such as pitch, tempo, volume, mix and sync. How cool is that?
The Club e-Luxe Breakfast Seminar
held on 8th January 2013 at the Hotel Le Bristol, Paris (which is by
the way the first Parisian 5 Star hotel to obtain the exclusive “Palace”
status), was an event that could be best described as a revelation. Luxe Corp
brought together a team of renowned experts of digital media, technology and
luxury to dissect the event’s theme of “Sensory
Luxury”. This theme which was chosen from the recognition that digital media
has become the consumer’s “sixth sense” and has seeped into the deepest echelons
of the human psyche, led to presentations, live demos and debates around the
topics of Visual Experience, Sound
Design, Digital Scent & Taste, Digital Touch, Motion Design, Mobile Evolution, Technology-based accessories and of course the ever-evolving Digital Natives (the online consumers).
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