Less but better
Newsstand cover
Photography:
Brigitte Niedermair
Fashion:
Isabelle Kountoure
Dress, price on request,
by Loewe. For full
credits, see page 162
Wallpaper* is printed
on UPM Star, upm.com
Limited-edition cover
by Lorna Simpson
US artist Simpson
created our special
collaged covers,
Older Queen and Adrift.
See interview, page 104
Limited-edition covers are
available to subscribers,
see Wallpaper.comWe hear more and more that the younger
generations are less interested in purchasing
and owning things. They prefer to spend
their money on experiences. Self-improving
holidays, culture, live performances, eating
out, eating in, yoga retreats, hiking Machu
Picchu. While forensically documenting it
all on social media of course. This naturally
has been sending shock waves through the
luxury industries. If this continues, soon
nobody will be buying their products – no
matter how good they are or how seductive
their marketing campaigns.
But I beg to differ. I really don’t see that
the love of experiences is at odds with the
appreciation of well-designed, well-made
goods. They are far from mutually exclusive.
The stuff that surrounds the experience
is still significant, if not more so. The
enjoyment of a good wine is enhanced by
the experience of drinking it from fine
glassware. The rustle of tissue paper when
you take out a new pair of socks is a
pleasurable experience. Quality luggage –
that should last a lifetime – makes your
journey that much more pleasurable and,
like your favourite watch or piece of
jewellery, with time will be imbued with
meaningful memories.The best stores, the bricks and mortar sort,
now offer their own sort of experiential
high; part art gallery, lecture hall, social
space but always dedicated to enhancing
the act of retail consummation.
Of course, we all now understand the
endorphin surge, the quick chemical hit,
of buying stuff. ‘Unboxing’ videos go viral
as we enjoy the vicarious thrill of watching
other people unpeel the packaging off
buried treasures. And Apple and others
have redefined the art and science of
cellophane and cardboard boxes, given
them extraordinary levels of care and
attention. But the best brands, their
designers, makers and craftsmen, know that
a great product has to keep delivering on an
experiential level, to become part of the way
we do things and enjoy things, change our
behaviours and enhance our experiences.
I’m optimistic about the future of
the businesses and industries that we
continue to champion in Wallpaper*.
This more thoughtful, well-educated and
conscientious consumer is a good thing.
They may well buy a little less, but they’ll
be buying better. Less but better, to quote
Dieter Rams, is the way forward.
Tony Chambers, Brand & Content DirectorClockwise from
top left, a Rimowa
suitcase (page 130);
the ‘Galop’ bag, by
Hermès (page 079);
John Lobb’s seamless
shoes (page 095); and
the bespoke watch
designed by Laps for
Wallpaper* (page 096)EDITOR’S LETTER
Artworks: © Lorna Simpson, courtesy the artist and Hauser & Wirth