Unseen Beauty
By Sanneke Mandjes
The ‘Unseen Beauty’ concept for the brand: New Optimist, shows people that visual beauty doesn’t need to play a role in society. Unfortunately, most of the population links beauty to visual expressions. Beautiful images and perfect pictures cause a hierarchy in our senses, in which ‘seeing’ plays a dominant role. In recent years, young generations have become accustomed to visual stimuli and, in many cases, even overexcited. These images and the amount of stimuli are skyrocketing in 2033.
Hear, feel and smell
People judge others based on what they see. There seems to be a hierarchy when it comes to our senses. But why is there a hierarchy in our senses? We were given a nose, hands and ears for a reason, and we rely mostly on our eyes. Not being able to see is considered worse by humanity than not being able to smell. By paying attention to this hierarchy and making all the senses accessible again, the beauty of senses like smelling, feeling or hearing is recognised again.
But, why is there a hierarchy in our senses? We were given a nose, hands and ears for a reason, and we rely mostly on our eyes.
For instance, smells can trigger memories, feelings are directly connected to the excitatory nervous system and sounds can come in as the strongest emotions. Entering into life with deeper connections with the other senses can help people see the positive again. An optimistic form of stimulation is badly needed to encourage the new generation to have a positive outlook on their future. If this does not happen, chances are we will continue to rely on unrealistic ideals of beauty and unachievable expectations will continue to rise.
Smells can trigger memories, feelings are directly connected to the excitatory nervous system and sounds can come in as the strongest emotions.
Choose your route to a New Optimist pop-up store
#1 Hear the essence
#2 Smell the flavour
#3 Feel the stability
Put on your earplugs
The commonly used phone is replaced by hyperactive New Optimist earbuds that use the other senses such as hearing, touch and smell to find the way. New Optimist offers three different routes aimed at these senses.
The sound, smell and feel of the brand gets to the target audience through their (bone conduction) earplugs. These earplugs do not go directly into your ear canal, but rest on the cheekbones. When, for example, starting the ‘Hear the Essence’ route, the bird-like sound of New Optimist is automatically transmitted to the nerves via the vibrations in the speakers, after which it enters the brain. Continuing to follow the sound will guide one in the right direction.
