I’ve been thinking about SPACE all my life. It’s been driving me nuts.
SPACE surrounds things. SPACE surrounds people. SPACE is home. SPACE is memory. SPACE is meaning. SPACE for me is everything.
SPACE was there before digital. We are experiencing a digital period of time. People explore new digital spaces, they experiment with them and they indulge in them. Today if you meet someone, you go digital – if you go to a restaurant, you go digital – if you buy a product, you go digital – if you want money from the bank… you better say digital.
I believe this is just the beginning (overture). The ”next big thing“ is SPACE. Yes, it’s coming back. Because everything is happening in SPACE – real people – real experiences – the real first moment you never forget – all this is becoming part of our DNA.
In these enlightened times, SPACE is getting more important than ever before. For example, I can’t remember what I was searching for on the Internet two months ago. But I do remember that evening I spent with friends at home. I still remember the taste of wine and the smell of food - because I experienced it in real life.
Digital technology will change the touch points of SPACE radically. It will change the way we buy things, educate the next generation and entertain people. For example, there won’t be showrooms anymore for when people go to look at different car models in different colors. They will already know everything they need to know about a new car from the Internet before they proceed to purchase it. There won’t be supermarkets anymore, because Amazon & Co. will deliver our food direct to our homes. Students will no longer have to move to a different city to attend university, they will be able to take their courses online and even in virtual reality. Museums will become less important because there will be new spaces for art. Shows and exhibitions will be put on at a new level and will no longer be limited to a particular location.
Everyone has to leave their old space to find new answers. That’s why this is the greatest field to be in right now, with the opportunity to do something new that we never experienced before. We will transfer the digital into the real world. We will re-invent the real world.
If you enjoyed this opinion piece, you can read more thought provoking essays from D&AD Jury Presidents below.
Keep Up To Date
Keep up to date with the latest creative interviews, articles and videos, as well as info on the latest D&AD Awards news.