Vas Mylko
Beautiful things work better. Ingenious engine will work better with ingenious look. We analyzed what would be the right approach for us. High-tech must meet art. Few principles emerged, that will define how the visual look could be built.
Stylish. The last thing we would do is to show stock photos for POIs. All others out there do it. Indeed, zillion travel websites and zillion travel apps do it with photos. There are reasons for the decision to not show photos. First of all, to avoid building false expectations for the user. Stock photo could be nice and sunny, while in-destination experience may be cold and foggy. It’s not a made up example, it’s typical Machu Picchu. Exceptions will appy to activities, tours, with photos of the food or interior, video clips of kayaking or sword lessons. Second, we want to be significantly different with the experience we stage. Our users should imagine. It should be intrigue. We plan to capture the essense of the POI into surreal and outré style, like Brodsky & Utkin did. I personally observed in London TATE how people salivated near those works. I want that way of user engagement into our industry (travel + leisure) and into our tech. Only artists could capture the essense of things, experiences, feelings. The dream of trip is already the experience. Experience starts before the trip, and doesn’t end after the trip. Being stylish doesn’t rule out being highly technological. We are fans of VR and telepresense for teasing. We are huge fans of AR for in-situ experiences. Art and hi-tech will live together. Below is our experiment with Mano del Desierto, one great POI.
Collectible. Great trips don’t happen every week. Even if you could afford to go somewhere so frequently. It may end up with emotional drain. We believe that some time is needed for you to get prepared for the next great trip. To recharge the batteries. It’s like drinking great wine. There is no sense to drink Château Pétrus or Château Mouton Rothschild too often, because this may dissolve the value of it. Great trips must be like great wines — memorable & collectible. We plan to develop collectible art. It must be very strong move, when cool modern artists paint for us, we endorse them, they endorse us. Those who becomes famous first — pull others. Famous artists created fine Château Mouton Rothschild Label Art through the years. We want to apply this approach for select great POIs; in accelerated way.
Technofetish. Technology must work so great, that it is indistinguishable from magic. Technology must look so great, that users want to lick it. Fastest car on the planet, and most beautiful, simultaneously. We have to consider the frequency of use, and design the experience according to the other known not-so-frequently-used things. Like great wines, great cars, and other great thing & experiences. Form Follows Performance for Bugatti Chiron is what inspire us. Art, Forme, Technique.
