- Apr 7, 2020
- 7 min read
It’s not every day that we get to witness the world change before our eyes. So when that does happen, particularly with something as monumental as the current pandemic, the gravitas of this moment in time does not escape any of us. How we process these events affects not just our physical and personal surroundings but also has a deep impact on our professional community. The need to make sense of it all through the experience and insights of those who share in our interests and perceptions feels stronger than ever.
The past few weeks have been a constant search for inspiration. But this is not the purely aesthetic, classic type of inspiration that comes in the form of beautiful creations by others or even just beautiful things to look at. This urgent need for inspiration has sprouted from a desire for a new perspective, an appetite for a voice that speaks with values and ideas that are familiar, that directs us toward how we should observe or even learn from the events that unfold around us. In many ways, it is a personal path that we each take individually, but as the noise around us continues, there is also a need for some guidance along the way.
Here we share some of the things that have helped us find that inspiration, and share our thoughts on what we ourselves see out there.
Return to Nature
While there’s a clear irony in using the phrase ‘return to nature’ while we are currently confined to our homes, we do notice that nature itself is making its way back into our lives in unexpected ways. A more accurate phrase would, in fact, be “nature returns.” There has been a global increase in reports of birds and wildlife sightings, as they are reclaiming their space in cities and public spaces, and air pollution has subsided massively due to the dramatic drop in air travel and car emissions.
As humanity was forced to a halt - nature took its cue to take center stage. What can we take away from this? How can we maintain some of this gain? Maybe just by holding on to this feeling once human life goes back to how it was. It might make some rethink their travel plans, as for many who are accustomed to a specific lifestyle the word ‘essential’ will now have a much different meaning. These events can also make us more aware of the presence of the nature that we are all surrounded with, even if we live in a big city. This newfound connection is already making noticeable appearances on social media: The change of seasons and coming of spring has never gotten as much attention as it has these past few weeks, and the hashtag #coronasky has showcased images worldwide of perfect skies with no airplanes. In a time when many are restricted to staying in their homes, weighed-down by real-world news, there is no better, more exhilarating place to escape to: nature pictures. Social media feeds are filled with posts designed purely for a mood boost and for remembering the outdoors: cute animals, naked bodies in the woods, people on the beach, a waterfall in all its glory. We are already missing the opportunity to appreciate and savour each little moment of fresh air and new blossom. And above all, perhaps this newfound respect for nature,this thing that inhabits us and is bigger than us all, will stay with us for years to come.
It’s the little things
Being at home all day and not engaging in any social and cultural activities sheds an unexpected light on our daily rituals: The mundanity of brushing our teeth, drinking our coffee, taking a shower or making our meals. Suddenly these are the main things we are putting our efforts toward, giving a new importance to seemingly routine, daily moments. There is an effort to place less emphasis on efficiency and productivity, and more on nurturing ourselves, and individuals and publishers alike are responding.The world of home cooking, food artists and food activists has been the quickest to respond. New shows and podcasts have been helping us in the kitchen in these times: Jamie Oliver’s Keep Cooking and Carry On on UK’s Channel 4; Samin Nosrat’s new podcast Home Cooking, and artists like @Lailscooks who started offering daily ideas for lockdown meals to her followers, giving new meaning to the word ‘community’ as they all engage and cook along with her. Influencers and youtubers around the globe are sharing more than ever: how to bake bread, how to trim your own hair, how to grow your own vegetables, how to mend your own clothes. The web has never been more flooded with DIY content for any chore or home-task you can imagine.
But this focus goes well beyond the digital space. According to research by NPD BookScan, book sales in the US are showing an increase in sales specifically in the fields of cooking, home gardening, and DIY. Considering where this new world of skill-sharing and storytelling might lead us, it might just mean that each of us might learn a new way to do things that will make us better at being self sufficient and less wasteful. This can also mean that we will each have something to offer back to the world, to teach or share with others.
Globalization: now more than ever
Living through a worldwide pandemic makes us rethink and review the term globalization. With the current situation, we can see how the entire world is now experiencing more or less the same thing. How extraordinary is that? Try to imagine: so many people on the globe, at this very moment, are experiencing similar circumstances. Not to mention probably very similar emotions. This is quite a unique, unifying moment in time.
The current situation also intensifies the fact that globalization means that geography and location are as insignificant as ever. Until now, our plans and activities were bound to where we physically are. Now we can attend pretty much anything and go anywhere online, no matter where the source is on the globe. We can already see this put to use, with museums like the Tate Gallery in London offering virtual tours; and the ability to watch concerts and operas online; attend parties and listen to DJ sets from all around the world whatever time you feel like; and practice yoga with teachers whose classes were always full. This gives a whole new meaning to a world without borders.
When it comes to brands addressing this new world, there are some interesting intiaties out there already. New York based E-commerce platform Elliot reinvented its website and is now inviting people to wander around a virtual mall designed on Google Sheets. It is both a new, exciting way to experience online shopping, as well as collaborative: visitors can change and edit the mall to their liking. Bottega Veneta also launched a virtual residency platform, featuring writers, artists and musicians, to encourage a sense of joy and collaboration within the creative community.
The new definition of work
As designers, we are extremely lucky that our type of work usually allows us to work from home. It might take adjustments, but generally speaking, all we probably need is our laptop and wifi connection and we’re good to go: our livelihood isn't dependent on us being somewhere specific, engaging face to face with other humans. As everyone is discovering these days, this proves to be the biggest privilege of all, work-wise. According to the US Bureau of Labour Statistics, only one in four US workers have a job that allows them to work from home, leaving 75% of the population without this luxury. Not only that, but the creative community is also lucky in the sense that there could be more project opportunities on offer for us, where we can help in the current situation without even leaving our desks. The UN, for example, put out a call for creatives around the world to help in fighting the spread of COVID-19 with local, creative messaging.
Remote working is far from new; but will this current situation stay with us longer, changing forever the way we view the workplace? For some, this might be a dream come true, and for others it is anything but pleasant. Perhaps this will change not only where and how we work, but also where we live? If the need to live in proximity to an office is off the table: what other opportunities will arise? Will wellness-obsessed millennials find their new lives in the countryside, far away from fast-paced, urban life?
It’s also interesting to think beyond ourselves, to professions who do require offline encounters. Perhaps we’ll see them adapt to technologies such as AR and VR to assist them with customers. Businesses with deep roots in the client-facing sphere are already testing such things, with companies such as Sephora and MAC offering contactless consultations using digital tools. Perhaps in accordance, sales of international high-end cosmetics brands have grown significantly, with brands such as Shiseido, Lancome and Estee Lauder all reporting 200% growth in sales during this time.
Fear as an opportunity, not a threat
In times of acute uncertainty, it’s hard to adopt an optimistic mindset. But optimism doesn’t necessarily mean happiness or escapism. It can also mean being able to settle into reality with a clear view as much as we can, and not letting fear of the unknown threaten us, but rather inspire us with new opportunities. You may have seen recent newspaper headlines in business sections, calling to brands and companies to think fast and reinvent themselves in light of these rapidly changing circumstances. Websites such as Stay Safe, Stay Sane ask the same of us individuals: to think of all possible ways and means to take care of ourselves, no matter where we are across the globe.” call out the same to us, individuals: where, how, and what to do wherever we are on the globe, in order to take care of ourselves, in all possible ways and means.
So can we do that? Can we keep an eye out for our own future? We may not know what this means yet, but as long as we remember to maintain this state of open mindedness, we will be ready for the answer when it does arrive.
