In this digital world, people have lost touch with touch. Designers presented me with work that made sense technically because they could create it digitally but created severe cognitive dissonance because it was trying to leverage a real-world experience from the point of view of someone who wasn't in touch with what real things felt like.
My solution was creating a series of visually attractive spaces encouraging touch. It worked. Once we got ourselves reacquainted with how things felt other than the keyboard and mouse, I had a crew well-grounded in the human audience they were creating for. I called this The Touch Lab.
It was also beneficial as a place to talk about aspects of the brand or experiences leveraging the metaphors of materials. It became a unique, circular, tactile meeting space for discussions and inspiration.
Materials and objects helped facilitate conversation about the brand and other topics where words alone fell short.
