In a market and media space where not many people are talking about anything, Nobody aims to start a new conversation. Backed by heavyweights like GV (Google Ventures) and EQT Ventures, the London-based consumer technology company has created quite a buzz in the industry despite launching its product soup in just two years.
With stunning minimalistic visuals, stunning depictions of beautiful insects interacting with devices, and claimed superior performance and ergonomics, Nix has become a brand for technical and aesthetic owners.
Ear (2) spoke with Ryan Latham, Global Director of Brand and Creative, e4m, about the design and marketing philosophy of the Nothing brand, the importance of the Indian market and its bricks during a visit to India at today's launch event (March 22). . -Plans for the digital future.
“Happy to be in the market to visit us. We have an arrangement where bands travel from India to London and we came here because you have to be in the market to experience it and you have to make sure that you adapt your product to that consumer base," Latham said in a press release on his first India tour with There isn't any.
"Apart from expanding the Saudi Arabian market, we are also focusing on the Indian market. We are also based in Europe, so we have strong partnerships with network operators and retailers in the UK, Germany, Spain and other major European markets. We are also opening our first store right in the heart of London's cultural scene," he said.
Of the Soho store, the company's first brick-and-mortar store, Latham says, somewhat paradoxically, that minimalist tech companies have always wanted brick-and-mortar stores. “We also think that as a new brand, opting for a more personal experience with technology and design-driven products has helped us stand out in the chaos of the tech market. We truly believe in the community around "Nothing". Unlike other brands, instead of investing in the big Oxford Street, we opt for small format stores."
This led companies to adopt a relatively compact design where they could experiment and learn how to interact with their customer base and develop permutations to create an enjoyable retail experience. It plans to open more shops in the main market. Is India one of them?
"Nothing confirmed, nothing set at this time. But in our thought process we thought India would be a great place for an offline experience," Latham replied, perhaps inadvertently confirming that there was nothing. on the calendar. .
Latham says the Ezer doesn't fit that design aesthetic, but it's also a great value product. “In terms of design, you get a lot for your needs and money. We also have a large investment in our operating system. We just released Android 13 and continue to update the product very frequently, with eight updates since release. We also got feedback from the market and our customers in India so the more they use the phone the better the result.
Speaking of exposing system flaws, this interview wouldn't make much sense without thinking about using imagery of animals, particularly of the insect variety, in your visual ads (yes, the words write for themselves).
"What we try to do is bring the product to life with warmth and personality," says Latham. Our design philosophy is about designing with fun interactions and our instincts, not just following a bunch of rulebooks and information. We want to design products that make us feel something. The creative idea of insects and animals is to bring technical warmth and life to the products. And these insects use instinct to explore. So when you see a bug interacting with our Ear(2) product, you see it exploring and using its basic instincts to figure out what it's doing."
"And we use different symbols for different products because maybe they mean different things. The animal that's being developed with the product that we're launching right now is the bull beetle. And the bull beetle is a very small, very powerful, very technical entity. ; very manipulative when you see it done, seems very purposeful," he said.
"And with Belarria(2), the engineering team has not only spent a lot of time making the product more compact, but also significantly increasing its performance. So we have a very small, very powerful, very powerful product. And the animals that interact with it kind of reflect it. do it," he added, concluding: "Don't get too pretentious, it's also really fun: a really fun way to show, to show the product for display.
Nothing really.
