The brand new AmazonGo is a great metaphor of the state of our the real, digital and physical. The detail that Amazon caught quite well is that, indeed, the physical and the digital look as part of the same “whole”. When we describe our interactions with the digital we quite often make a distinction from the physical. AmazonGo represents that this is not true; our interactions with technology tell a different story. To be in the digital is equal to be in the physical; from social interactions, jobs, getting things done, etc. The Seattle based company found, and well combined together, the technological infrastructure to make this happen.
Amazon understands that humans are made of bones, and they like stuff; stuff you can show, share, touch. Even though you make your shopping online you do like the thing. There is not any VR that can generate the same satisfaction of buying a very cool brand new pair of trainers and show them to friends in (at) Instagram or at the pub. The bound we have with stuff is ontological. I don’t believe there is any technology capable of replacing such bound. Even though VR engages the body by simulating other senses – like smell and touch – our physical relationship with our stuff wins. Maurizia Boscagli’s book “Stuff Theory” frames quite well such relationship.
On the other hand the possibility that AmazonGo opens relates to the way we interact with people and space. What can the retail world learn from this? Is it only about retail or it can also extend to our house, place we work, exhibitions we visit, etc. ? What is the opportunity that our everyday space can take from it?
The reason why I used the word ontological to describe our relationship with stuff is because we associate a “human” value to the things we own. Once we get possess of our stuff, whether home or shoes, we assign a value. Value is not universal and it’s not about the stoke market. It is the literal human quality things have for us. It is related to the memories we associate to the object, the kind of experience the object represents to us. There is an embodied process of events encoded in the objects we own. I think it is not projected, as Walter Benjamin described in the Arcade’s Project. What does this mean for our everyday infrastructure? What does it mean for our experience of the physical/digital world? What can the AmazonGo model trigger and generate in terms of the physical experience we have with humans and things? Which consequences are related to the use of technology to smooth, and blur, our digital/physical interactions with humans and things? I believe these are questions to address in order to generate new forms of social opportunities. Where “people” should be? Is it about a special meal you want to cook for a special occasion? Is it about joining a talk of a new book?
The over celebrated model of the Italian piazza was at the beginning a market. People met for a reason. There was an embodied system of exchange that called other factors, which over time became what we know as “piazza”. What is the piazza3.0?