“Display Centric World” – A horrifying vision of the future from Samsung

Display Centric World by Samsung

This new video from Samsung is literally one of the most ridiculous things I’ve ever seen. I wanted to post it because it’s a great example of blue sky thinking gone way too far. Titled “Display Centric World,” you’re invited to a reality where literally EVERYTHING is a display. It could be the window in your small town cafe, the cutting board you chop vegetables on, or even the closet doors where your dad can electronically walk in uninvited. EVERYTHING.

I’ll start out by saying that I like how the video is trying to focus on humans. Their concepts seem to want to connect us better to one another and to augment our day-to-day lives for the better. Hell, the tagline for the video is “Technology Begins with a Love for You”… barf. Unfortunately, they didn’t do a lot of thinking around why you’d need to have all these screens all over the place. Do you really need to see what the weather is outside on a piece of glass that let’s you see outside? Does your alarm clock need to fold in half? Do you need to play rainbow Jenga with a kid from another country?

It’s funny that the last portion of the video falls into the cliché of “boardroom presentations,” as if they’ll ever be a day without Powerpoint presentations. Watching their crazy car meeting, all I could imagine was the stress of having to design a presentation for a gigantic glass panel (Do I have large enough assets?!) which can then shift into six independent panels that display all new kinds of data (I’m still waiting on final copy!!). I’d quit instantly.

To me, products like those big ass “smart watches” fall into the same category as this: they may be great ideas in theory…but how are people actually benefitting from them?! Why do people actually need these products? It’s interesting to note that there are no “smart glasses” in their vision, a la Google Glass. Does Samsung not believe that Glass is a viable product for the future? Did they not want to seem like they were ripping Google? Or perhaps they’ve already started on their crappy version which will be on a shelf near you very soon?

This is product design masturbation, a bunch of needless ideas that make Samsung seem like they understand where technology is going without actually thinking about what the future really needs.

Bobby Solomon

January 3, 2014 / By

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