VMSD - February 2016 - (Page 14)
By Brian Dyches
Clear Skies Ahead for
Digital in 2016
There's nothing like a fresh new year to take stock
of the one prior and consider the clean slate ahead of us. For the past
year, I've written this column to make VMSD readers aware of the
opportunities digital technologies can offer the store design community. As such, I shall continue to bring you information and analyses
of the most relevant advances that are sure to become the talk of the
design experience community throughout 2016.
The Internet of Things (IoT), essentially the network of physical
objects that contain embedded technology to communicate and
interact with their internal states or the external environment, has
become a powerful force for business transformation, according to
Gartner Inc. (Stamford, Conn.). The IT research firm forecasts that 6.4
billion connected "things" will be in use in 2016, up 30 percent from
2015. The IoT's disruptive impact will be felt across all industries and
all areas of society, including our own slice of design heaven.
"The digital shift instigated by the 'nexus of forces' (cloud, mobile,
social and information), and boosted by IoT, threatens many existing businesses," Jim Tully, vp and analyst at Gartner, said in a report
on connected devices. "They have no choice but to pursue IoT, like
they've done with the consumerization of IT."
This sudden expansion will boost the economic impact of IoT as
consumers, businesses, cities and other organizations find new ways
of leveraging the technology. Gartner estimates that IoT will support
total services spending of $69.5 billion in 2016 and $263 billion by 2020.
FULL SPEED AHEAD
The IoT is doing more than opening our eyes to the opportunities
connected devices will bring. The definition of design, and that of
its practitioners, is changing as well. Job titles in the industry are
shifting from director of store design to director of digital creative
experience, and other similar designations. Make no mistake that a
true sea change is underway, and our community must prepare. In an
article titled, "The Most Important Design Jobs of the Future" by Fast
Company, recruiter Dave Miller said, "Over the next five years, design
as a profession will continue to evolve into a hybrid industry that is
considered as much technical as it is creative."
I was recently invited to the Art Center College of Design in Pasadena, Calif., for its Student Portfolio Review, and in comparing some
of the work from this year and last, I recognized the shift that digital is
making in the minds of this next generation of designers. Their digital
presentation capabilities morph seamlessly into their work, exhibiting
a future in which "digital interface" is just another layer of the total
design experience. It's subtle, but undeniably there, making day-to-day
lives, including shopping, part of a flow that honors time and delivers
personalized bits of information, relevant to them in that moment.
In this fast-paced, revolutionary time, is your agency thinking
ahead about new positions to better prepare for clients' digital needs?
Is acquiring a "real-time 3-D designer" part of your talent strategy?
The reality is, there might soon come a day when an "augmented real-
C O UR TE S Y OF BR I AN DYC HE S, S AN F RAN C IS C O; KOB BY DAGA N / S H UT T E R S T O C K
Recent tech innovations will become part of the future designer's toolkit.
Table of Contents for the Digital Edition of VMSD - February 2016
VMSD - February 2016
From the Editor
VMSD Editorial Advisory Board
It's In the Bag
A Nontraditional Noel
Luxury in Paradise
VMSD - February 2016