Digital technologies will revolutionise the way that new designs are presented says Tom Dixon, who has sent a hologram of himself to Stockholm to launch a range of accessories due to coronavirus restrictions.
With Covid-19 preventing the British designer from physically attending Stockholm Design Week, he is instead using a digital version of himself to present the brand's new Cloud accessories collection.
"Eventually I will dematerialise and become an avatar"
Speaking to Dezeen ahead of the event, Dixon said that digital technologies have made it possible for brands to explore other ways of presenting their products, besides the traditional trade fair.
"You have to have more inventive ways of reaching people right now," he said. "New formats will emerge that are more of a mix of digital and physical, because that's the way the world is moving." Tom Dixon will present new products in Stockholm using hologram technology
Dixon suggests the use of deep-fake technology will make it possible to create even more realistic illusions in the future. As a result, designers and brand directors might be able to avoid flying around the world so much.
"I think eventually I will dematerialise and become an avatar," he quipped, "then I'll be able to be present in hundreds of different spaces at the same time."
Finding an alternative to the trade fair
Exploring new formats is not just a response to the pandemic, Dixon claims, but also to t...