March 9, 2021
A few weeks ago, we announced to the world nothing with the mission of overcoming barriers between technology and people in order to create a smooth digital future. We envision a future where technology is so advanced and seamlessly integrated into our lives that it feels like nothing, yet everywhere. No screens, no dedicated devices, just barely noticeable technology that gives us the power to be more human.
This is our long term vision. In the near term, we need to start with the current product categories and interpret them through our lens. I would like to point out how over the last few months we have been translating our vision into our first wave of products.
It all starts with design, the spirit of a product.
This is our concept 1, the first expression of our design principles, beginning with transparency that demonstrates our commitment to bringing technology closer to the people.
Weightless – We use raw technology to stretch technology to the essentials, where every gram and every byte lives on purpose. We remove all superficial things, such as unnecessary superficial branding, just to focus on something that adds real value to the user experience. We spend as much time thinking about what we can get out of a product as we can add to it.
Easy – We strive to make things easy for the user. We want every interaction of the product, from lifting it to turning it on, to be intuitive, clear and natural. When designing and engineering our products, we believe that the form must follow the function. During product development, we work on infinite millimeter and pixel repetition. All those iterations are included to make the user experience easier, unless everything feels easy.
Timeless – The designs that appeal to us the most are the shapes that look natural and warm, but don’t easily look old. We all have the moment when we have talked about something and felt a sense of wonder or amazement. It’s a really important part of being human and something we’re always trying to balance. Imagine 1 is affected by Grandma’s tobacco pipe. We try to ground our objects into something familiar, which we hope will make them feel fresh for many years to come.
These are the principles that have guided our product design over the last several months. We look forward to showing you how it comes to life with our first product this summer.