This promo could just as easily have been made to promote printing papers, instead of IKEA’s 2015 home furnishings catalog. Created by BBH Asia Pacific, the IKEA marketing video channels the Apple brand persona in style and tone with its uncluttered, plain white background and its wide-eyed, uncynical spokesman explaining the amazing features of IKEA’s bookbook catalog – touch interface, eternal battery life, instant loading with zero lag, fully charged, no cables, expandable interface, preinstalled content, touch browsing, fast scrolling, easy bookmark and sharing capabilities, and voice activated password protection. The bookbook has everything you’ve ever desired in a modern information delivery system. So simple, so portable, so intuitive, it’s a wonder that Apple hadn’t thought of it before. But let’s give credit where it is truly due – to Gutenberg and medieval bookmakers. Steve Jobs didn’t invent the “wheel”; he invented an elegant means to adapt the desirable features of print to a digital platform. The attributes that consumers seek in an information delivery device have been around for at least 600 years, and tech giants have spent the last several decades trying to replicate the kind of ease-of-use offered by paper.
A USB socket that doesn’t need an adapter? It’s about time!! Product designers and engineers have focused on extending the battery life of laptops, iPods, cell phones, digital cameras, wireless headphones and the like. That’s all well and good, but at some point, they still all need to be recharged. They still all require a clunky AC adapter to plug the device into the wall socket. Here’s a solution that approached the problem from another direction – not by redesigning the electronic gadget, but by redesigning the electrical outlet.
The U-Socket is a duplex AC receptable with built-in USB ports that can power any device that is capable of being charged via a 5V power adapter. Replacing the standard 3-prong AC wall socket with one that has two USB sockets alleviates users of the need to have an adapter. In addition to making consumers happy, it would seem that any portable electronics device-maker would welcome this change. Here’s the rub: You have to swap out your wall sockets if you want to live in an adapter-free world. The best place to start, in my opinion, is in hotel rooms. Not having to haul around a tangled mass of cords and adapters would free up space in your luggage and make it lighter to carry too. A USB socket would be a hotel guest amenity that beats having a piece of chocolate on your pillow at night.
Aside from the fact that these are charming images embroidered by New York-based illustrator Jillian Tamaki, the covers of Penguin Threads Classics signal yet another move to define non-electronic publishing as more than a vehicle for communications. Traditional publishers can no longer assume that readers will stay loyal to print because e-books are harder to read due to screen glare, not offered in full-color, crippled by short battery life, limited in availability of subjects and titles, etc. Over the past year, the iPad, Kindle, Nook and other e-readers have proved otherwise, and are getting better with each iteration.