Dell, Nike, Genius, adidas, and Japanese Comedy — Wednesday Briefing

In this latest MAEKAN briefing, we take a look at some of the recent events that have transpired in creative culture with a bit of context to help you understand their importance. We look at how Nike, Dell, and two tech companies are looking to change how we approach design, the lyric and music knowledge site Genius' foray into fashion, adidas' commitment to sports and inclusion, and Ike Nwala, the black comedian reshaping Japan's entertainment industry.

As always, if you have any comments or insights, feel free to share them with our Slack community.

1. Dell and Nike with a Liberal Dose of The Minority Report

Technology’s role in design and creation has come a long ways since the beginnings of Photoshop. It has allowed rapid expansion from the concepting stage to production. But despite the fact that essentially all industrial designers are working with real-world products that represent a three-dimensional object, most of their work is executed in a way that prevents a more intimate relationship with what becomes the final product.

Dell, Nike, Meta, and Ultrahaptics partnered to unveil a concept into the future of design. Each partner brought a particular level of expertise to the table in what could have widespread interest across all levels of design. The video comes on the back of Nike’s most recent marquee drop, the VaporMax which is never far from the visual story.

The video suggests some amazing interactions, but not without a sense of speculation as to how far along we really are. The video itself suggests a flawlessUX and UI but the reality is uncertain (case in point, Magic Leap’s previous admission that previews of the technology were doctored).

These are the technologies at hand:

VR: The ability to create a fictional world to test products.

AR: Help optimize interactions by offering quick visual insights and overlays in real-world scenarios.

Digital Canvas: Quickly manipulate and make changes thanks to Dell’s Canvas.

Haptic Technology: Provide an important sensory output with touch to humanize the experience.

Voice Control: The ease of voice control and communication allows complex commands to be quickly executed.

How does Ultrahaptics’ touched-based technology work?

The English company started in 2013 as a way to connect people and technology. It uses ultrasound to create sensations on the hand. Ultrahaptics can be used to “interact with technology to feel virtual worlds.” It can also be used to simply get feedback from the use of gestures. Initial usages include VR & Gaming, Appliances, Cars, and Multimedia.

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