People have forgotten how to people
After two long pandemic years, what does it mean to be together again?
There’s newfound awkwardness as we begin returning to offices and other public spaces. People, it seems, have forgotten how to people. Should I elbow bump or shake hands? Was the air hug overdoing it?
We are, of course, wired to need social contact and a sense of belonging. But even for many extroverts these days, the mere thought of connection after so long apart is anxiety-inducing.
From offices to retailers and more, brands are now finding success by assuaging this unease. Together, they’re reimagining the future of physical space.
WHAT’S UP ⬆️:
People-first design. Companies have placed a newfound focus on creating experiences and work environments that foster a sense of belonging, flexibility, and connectedness.
Google is reinventing the office experience by creating a post-pandemic workplace for employees now accustomed to remote and hybrid schedules. The tech company has retrofitted its offices with outdoor work areas and meeting rooms designed to put in-person and virtual participants on equal footing (literally), while enticing people to return through pop-up events, free food and swag, and private shows from pop stars like Lizzo.
Camp is a family-friendly “experiential retailer” — a strategy that draws people into stores through immersive, hands-on experiences rather than through merchandise alone. Its 10,000-square foot flagship store in Manhattan is set to host the “Mickey & Friends Experience” on May 28th, transporting customers into a Disney-themed, augmented-reality play space.
Absolut allowed festival-goers at Coachella to mingle with folks staying home thanks to the Metaverse. The vodka brand used interactive kiosks to bring attendees to “Absolut.Land,” which featured everything from a virtual garden to an art gallery and an anti-gravity dance floor.
WHAT’S DOWN ⬇️:
Loneliness and isolation. Though the pandemic isn’t over yet, we have new opportunities to interact with others again — thanks not only to vaccines, but also to business strategies and design trends that promote safety while fostering connection. We’re at the point where people can be alone if they choose to be, not because they have to be.
WHAT’S NEXT ➡️:
| D Disruption |
Much of the change we’re seeing in offices comes down to a war for talent amid a tight labor market. Workers have more leverage on when, where, and how they want to work, which means employers must make their offers as attractive as possible. That includes office spaces themselves, which must now offer both “employee-first designs” and remote flexibility to remain competitive. |
| I Innovation |
Architecture firms like Skidmore, Owings & Merrill are taking this to a whole new level. The firm has adopted new design principles, 10 Ideas for Post-Pandemic Design, like the “anti-anxiety office entry”: redesigning lobbies to prioritize “breathable and easily navigable spaces” that reduce crowding, create clear pathways for employees and visitors, more bicycle facilities, and showers and locker storage for those who use them to commute. |
| P Polarization |
Some pandemic-era innovations are here to stay — but not necessarily for the right reasons. Take the restaurant industry. The measures taken to reduce in-person interaction, like QR codes and touch screen kiosks, are likely to stick around not because they make people safer, but because they cut down on costs. | S Stickiness |
If there’s one brand that has created memorable pandemic moments, it’s Peloton. The stationary bike company was hailed as the Next Big Thing when quarantine began. It produced a bucketload of memes and even killed off a beloved sitcom character. Now, its struggle to maintain momentum amid resurgent brick-and-mortar gyms may foretell a wider return to public spaces. |
| S Social Impact |
America is in the midst of a loneliness epidemic. Offices, restaurants, stores, and other public spaces will be designed with a new thoughtfulness and intentionality around bringing people together. |