LUXURY MAKES ITS WAY INTO THE DIGITAL WORLD

DIGITAL - In a world where the oxygen we breathe is digital and Facebook has reached 500 million active users, it is clear that the way we communicate, consume and create has fundamentally transformed. Brands are beginning to realise that the ‘old’ way of retailing might not be the best way. When it comes to the luxury industry digital is often completely ignored.

Marc Jacobs is a prime example of an innovative, edgy luxury brand yet is only entering the world of e-commerce this September. Let us not forget that Net-A-Porter was founded in 2000; so it has taken the Marc Jacobs brand 10 years to realise that online is not just a place for bargain fashion. I personally thought 2010 would be the year for flying cars, not luxury brands realising that the Internet might be a key retail space.

This brings us neatly to the events of last week, I was kindly invited to the Veuve Clicquot Polo Gold Cup: nice to be invited but men on horses hitting a ball isn’t really me. However, when the guys at Veuve mentioned their new iPhone app [iTunes link], my eyes began to roll into the back of my head, with undertones of yellow. Then they mentioned GPS and a champagne concierge and my ears were pricked. The Veuve Clicquot iPhone app allows users to order champagne within the polo ground, which is then delivered to your location via the iPhone's GPS tracker.

In my day job as a trend forecaster for The Future Laboratory we talk about living ‘inline’; this is the notion that living online or offline no longer exists due to ubiquitous connectivity and we now live ‘inline’. To me the Veuve Clicquot app was the embodiment of ‘inline living’. The brand is offering the ‘luxury moment’ facilitated by a digital device.

One of my favourite restaurants in London, Bob Bob Ricard, has a button at each table stating very simply ‘PRESS FOR CHAMPAGNE’. It is quite incredible how often your finger ends up pushing the magical button. Both of these levels of service work because they make your life simpler; they allow you to consume the product in a seamless manner and, most importantly, they make you feel special.

joes[a]fiend

UNPLUG: DISCONNECTED HOLIDAYS

DIGITAL - 'DisconnectedHolidays.com is the sweetest escape from the everyday life cycle. It is a service that helps you to disconnect from the things that stress you. You can send your mobile phone, laptop or calendar away for a certain period of time. By doing so, you disconnect from the rest of the world and concentrate on yourself and your loved ones.'

For a while now, we have been talking about 'The Big Disconnect', we live in a world of omnipresent Internet and highly networked lives. With devices buzzing and screens blinking for our attention, where does it stop? Our hunch is that in 2012 we will see the first big digital switch off to coincide with the final broadcast of an analog television signal [in the UK].

Just a few weeks ago we blogged about the Web 2.0 Suicide Machine, we predict there will be a wave of new digital products to help you unplug and switch off. Perhaps our nAPP app wasn't such a bad idea...

joes[a]fiend

NAPP APP

DIGITAL - This year has got off to a hectic start. I've been researching in 3 continents, 10 cities and amassed a huge carbon footprint. The fatigue is catching up with me and I find myself needing some down time.

I started thinking about how my iPhone hasn't stopped buzzing/bleeping and I would love an app that would shut down all the features of the device until I had fully recuperated. No more phone calls, FourSquare, Facebook, email, SMS/MMS, twitter accounts, New York Times, mp3 and what ever else is on the four pages of apps on my device. Please excuse my super crass mock-up.

Then I realised that my app wouldn't be appearing in any TV adverts, or be the most popular download in the app store. The clever guys at Apple had beaten me to it, it's called the 'off switch'. So time to use it and get some sleep!

joes[a]fiend