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Madonna by Mert Alaş & Marcus Piggott for Interview May 2010
“And as the usage of digital communication has increased exponentially, our efficiency has paradoxically declined: we spend so much time checking our inboxes or refreshing our Twitter pages that our attention spans are fractured into a thousand tiny fragments” says one of America’s pre-eminent literary critics, John Freeman here.
We will launch Mutewatch as a tangible solution to the distaste people are starting to feel against constantly being online and never quite focused on the present. We foresee that the world will experience an anxiety-ridden “hangover” when realizing that the Facebook/Twitter/Blackberry/iPhone party has not only stolen our time and our mental presence, but also influenced our personal wishes and dreams. We hope that we can encourage people to turn off all their electronic equipment in order to expand their concentration span and use digital communication as a tool instead of being a slave to it.
Wouldn’t it be nice to live more in the present for once, spending time with the ones you love or simply immersing yourself into an interest that you’re very passionate about? At the same time, one has to be realistic; most people will have an appointment; a train to catch, a call to make etc. that will need their attention at at least one point during a regular day. Mutewatch will be that gentle tap on your shoulder giving a hint that it’s soon time to leave, but without distracting you before this point. A process of change takes time – a new habit takes 21 days to create.
Most people fall for Mutewatch because of its design. The physical product is however only the top of the iceberg of what we wish to communicate with this brand.
Try checking your email not more than four times a day and see what happens…
Sincerely,
Mai-Li