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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).