LOOKING BACK TO SPRING AHEAD SERIES 3. CRAVING TANGIBILITY

In our Looking Back to Spring Ahead series, last week we explored escapism and the growing appetite for immersive, transportive experiences.

In week three, we’re turning our attention to a new urgency for tangibility as a way to create more memorable experiences.

From Digital Overload and Exhaustion

People are overwhelmed by digital saturation and screen-heavy lives.

To IRL Aspirations 

Recent political shifts are reigniting distrust in institutions and news outlets resulting in consumers’ greater desire for the tactile and physical where tangibility is more about control. 

This desire for the ‘real’ is reigniting growth for traditional ‘in-person’ forgotten brands as well as digital-native brands. In a world where every moment can be captured and uploaded in the blink of an eye, Polaroid is experiencing a remarkable comeback reflecting this growing desire for a more tangible and authentic photography experience. 

While Netflix has never been a brand that you can touch beyond your remote control, soon this will be possible. The brand is going analog and expanding its experience into the physical world. In response to growing consumer demand for tangible, immersive engagement, Netflix plans to launch Netflix House by the end of 2025. These experiential spaces are designed to deepen emotional connections, offering both interactive and memorable environments that foster brand loyalty and reinforce its position at the center of cultural conversation.

Trends come and go but it seems the desire for analog-first experiences is coming full circle; becoming essential for thriving in today’s environment. Analog offers the hands-on tangibility that engages the senses and fosters deeper connections. 

How is your brand creating memorable, hands-on experiences today?