The Great Escapism

Embracing our beat.

Escapism embodies a dual nature, serving as both a flight and a quest. In the realm of cycling, the breakaway signifies audacity, marking the moment when riders break free from the pack in pursuit of victory. In architecture, it assumes the role of a perspective, bridging the enclosed space with the infinite. In literature, it represents a breakthrough through the power of words. Above all, it beckons us on a journey towards the uncharted.

In the past, the uncharted was invisible but carried essence. Today, this essence is under scrutiny. Deepfakes plunge us into the depths of the false. Meanwhile, alternative realities become increasingly conceptual, rising above these abysses and unveiling new horizons for exploration.

Using a concrete example: "Fake OOH" (Out Of Home) is an advertising technique that leverages CGI (Computer-Generated Imagery) to produce exceptionally lifelike videos. These videos, seemingly part of outdoor environments, exist exclusively online, seamlessly blending fiction and reality, thereby redefining the realm of visual storytelling.

Ian Padgham, a Californian now based in Bordeaux, has turned it into his creative vineyard. In his world, Big Ben transforms into Big Bend, Inspector Gadget's car comes to life for Hyundai, and the New York subway dons eyelashes for a Maybelline campaign. Padgham describes his creations as poetically surreal videos.

Fascinating, isn't it? And we are just at the beginning. In the face of CGI videos, the real world seems to respond by embracing the surreal, but in a tangible and very real way. Hyper-physicality. As Loïc Prigent explained at the recent Rick Owens fashion show, "The spectacular inflatable boots, as well as these cocoons, erected in reaction to the hyper-violence of the world, transform into genuine sanctuaries. (...) And at the heart of this transformation, we drape ourselves in Anubis down jackets, for we are Egyptian gods." All of this unfolds in the former offices of François Mitterrand, the ex French President, who, from up there, will likely appreciate the "tribute." Or perhaps not.

In these two examples, we witness a response to an over-saturated world. These works become metaphors for our quest for wonder in the everyday, inviting us to rediscover poetry in our surrounding environment.

This digital escape may well reconfigure certain elements. In the traditional digital realm, we navigate between two dominant currents: "push" and "pull." "Push" represents the realm of algorithms that often guide us, sometimes insistently. "Pull," on the other hand, comes into play when we actively seek information, using search engines or ChatGPT-like interfaces. This bipolar dynamic has ultimately plunged us into a state of mental fatigue, cognitive overload, and profound exhaustion.

In contrast, the concept I've coined as "pulse" emerges as a more natural form of interaction, more in tune with our human rhythm. Imagine a social network where the music selected by your friends quietly lives on your phone’s homescreen. This mode of interaction is neither as demanding as "pull" nor as intrusive as "push." "Pulse" utilizes "glimmers," subtle and delicate signals, in contrast to the more abrupt "triggers." These "glimmers" enrich our experience discreetly, creating a constant yet never overwhelming presence that respects our personal space while providing us with information that makes us "pulse."

Are you still with me? I acknowledge that this may still appear somewhat conceptual. Let's journey a bit further into the future, a future where it's quite likely that all of us will have intelligent personal assistants who know us inside out. These assistants will serve as our guarantors, filters, and safeguards amidst an overwhelming cacophony. Their distinctiveness will surpass the mere concepts of "push" and "pull," leaning instead towards the concept of "pulse." These assistants, foreseeing our needs, will prioritize what truly deserves our attention, reaffirming the significance of what stirs the human soul. Therefore, as the world transforms, it serves as a reminder that our fundamental needs remain unaltered.

MD