Some time ago, as I stood in a train station, wandering along the platform, I noticed the old, unmodernized tracks leading to the depot behind the station. It was a place where trains once rested when they weren’t in use. Then, out of nowhere, I was struck by a sharp, familiar scent—creosote, the substance used to treat the wooden railway sleepers.
I hadn’t smelled it in years, as most of the stations I’ve been to recently have been modernized, with concrete sleepers replacing the wooden ones. Yet, in that moment, the smell triggered a flood of memories. It made me realize how a single, key element—in this case, a scent—can anchor memories, create connections, and shape our perceptions of a place or a product. For me, it was the railway tracks, the station, and the experience of traveling by train.
As I contemplated this, I understood how unique elements in products and services once created unique experiences. But today, much of that uniqueness has been lost. Interactions have become uniform and often lack the distinctiveness that once made them memorable—all in the name of convenience, optimization, and functionality.
Function and profit over emotion. We’ve optimized the soul out of everything.
As an industrial designer, it’s not the simplified aesthetics or the excessive optimization that bothers me; it’s the lack of unique aspects. Unique features in a product create unique experiences and, most importantly, help forge core memories. I strongly believe that every product or service, no matter how big or small, should evoke something in the user—something that stirs emotions and creates a sense of attachment.
Today, our disregard for certain products has made us indifferent and quick to detach from anything. A pair of pants, a package, shoes, or a phone—they all seem insignificant to the modern individual, easily replaceable with a few clicks or in a matter of seconds.
So, I decided to experiment. I sought to create a unique experience from something that’s often overlooked today.
There was a time when getting a new pair of shoes was a special occasion, especially for children. It was a rare event, cherished and usually tied to holidays or birthdays. But how do you bring back excitement to something that has become so emotionless?
Through unique design—something impactful that turns the purchase of a new pair of shoes into an unforgettable event shared with loved ones. That’s what I aimed to create with the shoe capsule below. It’s a product made entirely from hempcrete, free of chemicals, 100% biodegradable, and completely unique.
In my view, the bond between parent and child is essential up to the age of 12 for developing a healthy, close, and lasting relationship. And any moment spent together can create a core memory—even giving a pair of shoes, especially if done like this:
Imagine being able to offer your child not just a pair of desired shoes, but also a rare activity in today’s world—planting a tree.
The capsule, besides the shoes, comes with an experience designed for this very purpose. The lid of the capsule is designed to break easily, revealing a tree seed inside. The capsule is then half-buried, filled with soil, the biodegradable remnants of the lid, and of course, the seed.
Excitement grows as the seed begins to sprout. With each watering, each moment together, the experience becomes even more complete and unforgettable. The emotional attachment to the received pair of shoes will be much stronger, as they carry significance, are connected to loved ones, to beautiful and unique moments, and to a tree that will stand as a testament to the story for future generations.
I believe we are on the verge of an era where we’ll seek out products that have a positive impact, not only on the planet but also on us. I believe we can transition from a world of influencers to an industry of companies that do, not just claim to do. Because it’s better to truly be cool, rather than just pretend.
And being cool isn’t about trends, fleeting moments, or being swayed by social media influencers. It’s about something unique, well-thought-out, with a positive impact, and a timeless appeal regardless of the social context or era.
I hope to see more products and services that connect emotionally with users, and in turn, users who are more attached to products, with less disdain and indifference. Products that carry the marks of time, rich with stories and emotion, serving their owners—or those to come.
Disclaimer: I am not affiliated with the brand used in this study. The brand is not portrayed in any negative or disparaging way. Its inclusion simply provides a clear and defined context for the case study.
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