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CONNECTED OBJECTS:From Software to Everyware

I N S I G H T N 3 / 2 2 N D S E P T E M B E R 2 014 / 2 5

INSIGHTS / 22ND SEPTEMBER 2014

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INSIGHT N 3CONTENTS

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A Material World

05The Alchemy and the Ecstasy

07To Infinity and Beyond

08Technoluxe

10We Are Scientists

12Back to the Future

15Hello World

16Hello You

18One More Thing

20Time to Design

22Connected Fashion

25Seeing is Deceiving

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02

A MATERIALWORLD

WORDS by YKONES EDITORIAL TEAM

es nuits blanches attendre le doux signal de connexion de ltre aim sur MSN Messenger aux longues heures passes explorer Myspace, le monde digital a subi un bouleversement sans prcdent avec

lmergence des rseaux sociaux. Dlectrons libres maillons interdpendants, les voyageurs du web ontdit adieu lanonymat pour plonger tte baissedans la toile sociale.

En parallle, la dmocratisation massive des technologies software a instaur lcosystme idal pour accueillir la nouvelle rvolution en marche : les objets connects. Filire stratgique de la reconqute industrielle, lInternet des objets dtruit les frontires entre digital et monde rel, perturbant la cosmogonie des plus grandes mannes financires

En vingt ans, la civilisation contemporaine est passe dun usage ponctuel dInternet un usage permanent, redistribuant les cartes des cultures modernes en faveur du digital. Autrefois pure abstraction, lInternet se prolonge aujourdhui au-del du monde lectronique, se matrialisant travers les objets connects.

Remember the good old days of dial-up Internet? All those long nights spent waiting for your loved one to appear online on MSN Messenger, all those hours lovingly wasted surfing through Myspace The wide old world of the web has come a long way since the days of our social media forefathers. From free electrons to links in a never-ending chain, Internet surfers have gradually bid farewell to anonymity, emerging as fully-fledged social beings.

The concomitant massification of software technologies in an increasingly social world provided an ideal backdrop for the rise of the next big digital revolution: connected objects. By linking the Internet to the physical world, connected objects represent a strategic industrial opportunity, rewriting the laws of digital economy.

Over the past twenty years, modern society has evolved from occasional Internet use to being constantly connected, a structural shift that manifests itself beyond the realms of digital through the manufacture of physical connected objects.

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GIVE ME AN INCH ANDILL TAKE A MILE.

Rafi Halafidjan

THE ALCHEMYAND THE ECSTASY

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u commencement, il y eut un homme :Rafi Halafidjan. Fru de technologie et inventeur devant lternel, il ne cesse de questionner le pouvoir des ondes wifi. lorigine du premier oprateur internet en

France en 1994 revendu British Telecom en 2001 il dfend la cause du tout-connect en crant le lapin Nabaztag en 2005.

Version largement volue de la lampe DAL, premier objet connect arriv sur le march en 2003, Nabaztag fait bien plus quannoncer la mto ou envoyer des messages de couleur par SMS : il dmontre que tout lment matriel peut tre connect lInternet. Lisant haute voix les messages reus, diffusant de la musique, informant en temps rel sur le trafic Aujourdhui appel Karotz, Nabaztag est la Lucie des objets connects.

In the beginning, there was one man:Rafi Halafidjan. A technology lover and serial inventor, he dedicated a number of years to researching the potential of Wi-Fi. Most notably, we owe to him the first ever Internet operator in France (1994), sold to British Telecom in 2001. He went on to become the figurehead of connected evangelists when he created the Nabaztag rabbit back in 2005.

An upgraded version of the DAL lamp, the first connected object to hit the market in 2003, Nabaztag did far more than simply chart the weather or send color text messages: it proved that any physical object can potentially be connected to the Internet. Reading incoming messages aloud, playing your favorite music, providing real-time traffic updates The Nabaztag, which now goes by the name of Karotz, is the nec plus ultra of connected technology.

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n 2005, le ton est donn. Si la plupart des gens ignorent la rvolution en marche, les Nations Unies la dsignent pour la premire fois dans un rapport sur lUnion internationale des tlcommunications.

LInternet des objets nest plus le fantasme isol dune poigne de scientifiques en mal de nouveaut. Cest officiel, un nouveau march est n et la notion de design entre en jeu dans la course lobjet connect.

Ds lors, les innovations se succdent jusqu larrive des Google Glass en 2012. Premire paire de lunettes ralit augmente, les Google Glass sont quipes dune camera intgre, dun micro, dun pav tactile, de mini-crans, dun accs Internet par wifi ou Bluetooth, et dsormais dun couteur. Elles permettent daccder des informations en temps rel tout en conservant une libert de mouvement.

Leur sortie est une dflagration, trendsetteurs et technophiles sen emparent Diane von Furstenberg les introduit dans son defil lors de la Fashion Week new-yorkaise, saluant ce premier alliage dedesign technologique.

2005 was a game-changing year for connected objects. While most of us were still blissfully unaware that a revolution was underway, the United Nations officially acknowledged this phenomenon for the first time in a report on the International Telecommunication Union. No longer was the Internet of Things to be perceived as the abstract fantasy of a handful of scientists; a whole new industry was born, with design opportunities becoming a reality for future connected object retailers.

From this point onward, innovation and determination were the name of the game. After years of research and development, the Google Glass finally landed in 2012. The first ever pair of fully-integrated augmented reality glasses, they came equipped with a built-in camera, microphone, trackpad, mini-screens, Internet access via Wi-Fi or Bluetooth, an earpiece Accessing data in real time while on the go suddenly became near normal.

Highly publicized, the Google Glass launch whipped up a storm in international media. Trendsetters and tech addicts all wanted a piece of the action, with Diane von Furstenberg making them the guest stars of her New York runway show. Proof if proof be needed that connected technology and design go hand in hand.

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e march des objets connects devrait tripler dici 2016 pour atteindre un poids de 500 millions deuros contre 150 millions en 2013 (source Xerfi). la veille dune nouvel-le re, le march technologique devra

relever un nouveau challenge : dvelopper les dernires innovations au-del des early adopters en crant un rel besoin. La rvolution technoluxe est en marche.

Collaboratrice de PC Mag en juillet 2013, Coco Rocha, auto-proclame gadget junkie, pointe du doigt un problme de taille : lobjet nuit la technologie. Interviewe lors de l'dition 2013 de la confrence FLOW, elle nous avait confi son dsir de voir le jour o la technologie Google Glass serait enfin allie aux lignes fluides de ses lunettes Ray-Ban. Trop voyantes malgr un design discret, les innovations dsamorcent la prouesse technique et relguent au second plan leur technologie softwear Si la premire poque du technoluxe consistait essentiellement trouver un nouvel usage un objet existant au risque de parfois dcevoir lutilisateur, lavenir du march semble porter sur la cration dune nouvelle gnration de produits connects spcialement conus cet effet.

The connected object market is set to triple in size over the next two years, weighing 500 million euros compared to 150 million in 2013 (Source: Xerfi). Faced with the challenge of large-scale commercialization, the connected technology industry will have to overcome a significant obstacle: taking innovation beyond the scope of early adopters so as to create a lasting mass-market need. Here comes the technoluxury.

Writing in the July 2013 issue of PC Mag, Coco Rocha, herself a self-proclaimed gadget junkie, touched on a key issue: objects tend to hinder technology. During an interview she gave at last years FLOW conference, Coco confessed to longing for the day when Google Glass technology would be tailored to fit her trusty Ray-Bans. All too showy in spite of a seemingly discreet design, they boast technical prowess at the expense of software utility. If the early stages of technoluxury involved finding new ways of using existing objects, often to the detriment of user experience, the future of the market depends on a new generation of connected objects specifically designed with software in mind.

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WE ARESCIENTISTS

e la pierre tombale communicante au grille-pain qui tweete, la liste des innovations machine to machine revt parfois des airs de cabinet decuriosits. Savants fous ou pionniers

rvolutionnaires ? Les marques explorent le domaine des possibles travers des inventions parfois droutantes...

Dun ct, il y a les inventions limites. Misant sur le sensationnel, les compagnies softwear commercialisent des gadgets intelligents aux visages multiples qui soulagent notre cerveau surmen.

Plus besoin de penser arroser la plante du salon, Flower Power de Parrot se manifeste en cas de besoin, relle fantaisie de luxe pour tout jardinier en herbe. Au rayon mode, mme combat : le superflu prend de lampleur avec les chaussettes connectes Blacksocks. Tout droit sorties dun pisode dInspecteur Gadget, elles reconstituent ou retrouvent les paires dpareilles sans effort Mais ce nest pas tout : plus efficace quInstagram, un simple vtement peut galement resserrer les liens avec votre joueur de rugby prfr !

Impressionnante dinventivit, lAlert Shirt de Wearable Experiments permet de ressentir en simultan les mmes sensations quun joueur en plein match. Inconcevable hier, cette technologie cible pourrait bien contaminer lindustrie audiovisuelle, compltant lexprience full 3D initie par le cinma sensationnel

From connected tombstones to Twitter-linked toasters, the list of weird and wonderful machine-to-machine innovations grows by the day. Mad scientists or digital daredevils? When brands latch on to the Internet of Things, things can occasionally take a turn for the worse

To begin with, there are a host of unexpected connected inventions which enable software companies to roll out multi-purpose intelligent objects intended to somehow relieve our overworked brains.

Why even worry about watering your plants when Parrots Flower Power can do all the hard work? A luxurious plaything for the more green fingered among you. On the fashion front, Blacksocks offers wearers a full-on Inspector Gadget experience theyll not soon forget: at the click of a button the frustration of odd socks becomes a thing of the past But thats not all: far more efficient than Instagram, an intelligent shirt can help you get up close and personal with your favorite rugby player.

An ingenious invention if ever there were one, the Alert Shirt by Wearable Experiments enables you to experience the thrill of a live match from the comfort of your living room. Previously unthinkable, this highly specific piece could lead to broader innovations in the audiovisual field, adding yet another string to immersive cinemas bow.

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lus pertinent que jamais, limaginaire farfelu de la science-fiction 90s guide les inventions connectes dans un univers encore peu connu, donnant naissance des dizaines dobjets connects mono-tches,

vous un avenir incertain mais porteurs dune croyance majeure : les rves deviennent ralit.

Matrialiss, les fantasmes les plus incongrus prennent vie travers la technologie. Ds lors, la cultissime scne du Cinquime lment o Milla Jovovitch se retrouve maquille en un clic par un masque Chanel perd toute invraisemblance lheure de limprimante maquillage 3D Mink - permettant d'imprimer n'importe quel produit make-up partir de n'importe quelle couleur numrise (Voir Insight #1) - et des tutoriels beaut Yves Saint Laurent x Google Glass - qui prolongent l'exprience d'achat make-up chez Bloomingdales en laccompagnant d'un tutoriel vido enregistr laide des Google Glass et envoy la cliente par la suite, ce nest plus quune question de temps avant que cette fiction ne prenne vie dans les chaumires.

The once absurd prophecy of 90s science fiction would seem to have come true with the emergence of numerous mono-purpose connected objects. Little more than a passing fancy they may be, yet they underpin a fundamental tech belief: dreams really can come true.

A material reality, the most improbable fantasies begin to take shape thanks to technology. Indeed, the cult scene from The Fifth Element where Milla Jovovitch finds herself made-up at the click of a Chanel mask seems perfectly feasible. At a time when the Mink 3D printer can churn out make-up inspired by your favorite digital shade (cf. Insight #1) and Yves Saint Laurent is teaming up with Google Glass to provide video tutorials to clients at Bloomingdales during consultations which they can download for future reference, its only a matter of time before fantasy fiction becomes par for the course.

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BACK TO

En rendant possible limpossible, ces projets ouvrent le dbat sur les objets connects et interrogent les limites de la technologie Mais dautres innovations exploitent le march de manire beaucoup plus concrte en interrogeant laspect connect plus que laspect objet . Soucieuses de mettre la science au service du citoyen, certaines marques semploient dmontrer lutilit de cette technologie en crant un besoin nouveau auprs du consommateur.

Une seconde classe dobjets connects pousse plus loin lexprience softwear jusqu rendre sa technologie indispensable. Russite esthtique et service premium personnalis, ces wearable tech dun nouveau genre transforment lhomme et son quotidien, assouvissant le rve dune vie meilleure. Gant du e-commerce, Amazon a dailleurs dj investi le march avec un e-shop ddi aux wearable technology travers des inventions tournes exprience utilisateur et bien-tre, les objets connects apprennent tre connect avec soi-mme autant quavec son univers. Mens sana in corpore sano, comme le voudrait le vieil adage

By redefining the limits of the impossible, these projects widen the debate on connected objects, forcing us to challenge prior understanding of technology. But other such objects adopt a far more market-friendly approach, accentuating the connected part of the equation rather than the object itself. Brands are already busy attempting to prove the worth of this technology to the general public in the hope of sparking a new consumer need.

A second category of connected objects pushes the software experience even further, to the point of making technology a vital part of the process. An aesthetic triumph with built-in premium service, these latest generation wearable technologies radically alter our way of approaching daily life. An opportunity that e-commerce giant Amazon quickly grasped with the launch of an e-shop dedicated to wearable technologies. Slowly but surely, these integrated innovations are teaching us how better to connect with the world around us and, more importantly, with ourselves. Mens sana in corpore sana, as Latin poet Juvenal famously put it.

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THE FUTURE

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HELLOWORLD

mliorer le bien-tre chez soi, cest le credo du robot multimdia spcial maison de Keecker. Se dplaant nimporte o pour diffuser nimporte quel contenu numris sur les murs de

votre intrieur, cet objet de luxe financ par Xavier Niel matrialise nos moindres dsirs ou presque.

Envie dun plafond toil dans la chambre de bb ? Keecker soccupe de tout. Tlvision, enceintes, thermomtre Keecker centralise toutes ces fonctions lintrieur dune coque design beaucoup moins encombrante que la multitude dappareils quil remplace. Capable de rendre sensible le monde virtuel, il dveloppe notre lien au monde rel sans demander son reste.

Home is where the heart is could well be the slogan of this all-singing, all-dancing multimedia domestic goddess. Keecker glides from room to room, screening digital content on your walls on demand. A highly desirable luxury object that found heavy-weight backing in the form of Frees Xavier Niel.

Whether it be a starry sky on the ceiling of your childs bedroom or a comprehensive home alarm system, Keecker has many a trick up its well-chiseled sleeve. Television, speakers, thermometers Keecker keeps all of this under wraps beneath a streamlined shell that takes up far less space than the many objects it replaces. By transforming virtual desire into physical need, Keecker cleverly connects users with real life.

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our ce qui est du bien-tre intrieur, les ingnieurs ont galement planch sur la question. Vritable rvlation de lanne 2013, les bracelets et montres dernire gnration nous connectent avec

nous-mmes, remettant au centre de nos proccupations un objet trop longtemps nglig.

Crs pour sensibiliser la population des comportements de prvention sant, et surfant sur le tsunami sportswear, les trackers dactivit tels quUp, lun des bracelets connects les plus comptitifs du march commercialis par la marque Jawbone, scrutent et analysent nos moindres mouvements. Up russit mme lexploit de transformer le concept du rseau social en mulation collective travers des dfis sportifs. Les chiffres parlent deux-mmes : 1 ami Up = 500 pas de plus par jour.

Distribu la FNAC comme sur Net-a-Porter, ce petit bracelet design est le nouveau bijou de prdilection des influenceurs, jouant la carte du design autant que celle du bien-tre. Les clichs Instagram en attestent : il se transforme peu peu en un vritable accessoire de mode connect, indispensable la panoplie de tastemaker.

Engineers have also been investigating the domain of personal wellness. 2013 saw a widespread demand for connected watches and bracelets which help us to experience our bodies differently, transforming optional extras into indispensable items.

Designed in the hope of encouraging the general public to keep a closer eye on their health at a point when the sportswear market has reached an all-time high, activity trackers such as a Up analyze and interpret our every movement. Among the more popular models, Up by Jawbone even plays into the social sphere, encouraging wearers to participate in sporting challenges: 1 new Up friend means an added 500 steps a day.

Available at mainstream distributors, Up is also stocked by luxury retails such as Net-a-Porter, a clear reflection of the immense popularity of this on-trend tracker with the fashion set. Next time youre on Instagram, take a closer look: Up is THE big bracelet of 2014, to be paired with a Chanel clutch and a Cartier LOVE bracelet.

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Plus brillant encore, on ne souponne pas la montre Withings d'abriter sous son cadran au design intemporel de si hautes performances. Connecte une application Smartphone, elle comptabilise le nombre de pas, les calories brles, la distance parcourue et les cycles de sommeil pour apprendre lutilisateur mieux grer ses activits.

Compose de deux crans, l'un pour l'heure, l'autre pour mesurer les performances ralises au quotidien, Activit est la premire montre connecte ressemblant vraiment un garde-temps haut de gamme. Regroupant les fonctionnalits habituelles des bracelets connects, son design et sa conception le sont beaucoup moins puisqu'ils se rclament de l'appellation Swiss Made .

Alliant l'excellence suisse une technologie de pointe, Activit est une relle avance dans le domaine du technoluxe. Une prouesse qui n'a pourtant pas russi repousser la prsentation de l'Apple Watch le 9 septembre...

Better still, the Activit watch by Withings is an unparal-leled demonstration in streamlined design, Swiss watchmaking prowess and high-performance technology. After linking up to a smartphone application, Activit registers the number of steps we take, the calories we burn, the distance we travel and our sleep cycles so as to teach us how better to assess our activities.

With its Swiss-made movement and dual dial one for telling the time, the other for measuring personal performance Activit has paved the way to a world of connected Fine Watchmaking, sending shock waves throughout the technoluxury industry.

For the first time ever, a timepiece seemed to appeal to connected tech buffs and lovers of fine design and watchmaking alike. Then came the much-anticipated announce of the Apple Watch on September 9th

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YOU

a particularit de lApple Watch ? Elle nen est pas vraiment une. Du moins, afficher lheure nest pas sa fonctionnalit premire. On parlera plutt dun micro-ordinateur mont sur bracelet au design lch.

Aboutissement des deux catgories cites ci-haut, lApple Watch amliore la fois notre quotidien et notre rapport nous-mmes, posant les prmices du tout-en-un, l'objet presque parfait qui redfinit les limites du service. Dsor-mais, Apple prend soin de vous dans le mtro, dans votre salon, et mme dans votre lit.

Ange gardien du quotidien, sa dernire cration satisfait mme le caprice de la diversit avec des bracelets interchangeables l'envi, de l'ultra-luxe au plus casual. Ainsi, l'Apple Watch rsout lgamment l'quation geek et chic , et ce nest pas un hasard si cette ultime cration, prsente par un Tim Cook reprenant le clbre one more thing cher Steve Jobs, fut dvoile en pleine Fashion Week.

The Apple Watchs defining feature? Arguably, it isnt a watch. Or at least, telling the time is not its primary function. Perhaps a more precise definition would be a design-friendly, wearable mini-computer. A seamless blend of the aforementioned categories of connected objects, it optimizes the way we experience the world while enhancing our relationship with ourselves. An all-in-one object if ever there were one, the Apple Watch pushes premium service to the extreme, taking care of you on the subway, in your living room, and even in bed.

A guardian angel of sorts, Apples latest innovation also caters to your every fancy with a multitude of interchangeable straps ranging from high-end luxury to casual wear. The Apple Watch thus provides a neat solution to the geek chic conundrum. Its surely no coincidence that Tim Cook chose to announce it during Fashion Week, citing the famous one more thing so dear to Steve Jobs.

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ONE MORE THING

TIME TO DESIGN

venir du luxe, les wearable technologies font voluer les objets connects de l'innovation la cration. Chanon manquant lexprience haut de gamme, elles positionnent le service au cur de la

stratgie de luxe. Loin de signer larrt de mort des marques suisses, lannonce de la sortie de lApple Watch ne fait que confirmer la tendance actuelle du marchdu technoluxe.

Forces dadapter leur offre aux nouveaux besoins utilisateurs, les marques de luxe sassocient des spcialistes de la technologie pour proposer lobjet parfait, celui qui sera dsir tant par le consommateur lambda que le milliardaire fantasque.

Les rdacteurs mode prsents au dernier Keynote dApple lont prouv : le luxe ne manque que dune chose pour se rendre indispensable et dpasser la niche des early adopters. La conception doit donc sadapter pour proposer une relle valeur ajoute qui crdibilise leswearable technologies.

The future of wearable technologies in the luxury industry will surely depend on a shift in connected object paradigm from innovation-heavy to design-heavy investment. The missing link in luxury living, they undoubtedly owe their success to the services they provide, a fundamental component to any successful luxury strategy. Far from posing a threat to Fine Watchmaking, the arrival of the Apple Watch should be seen as an opportunity for growth, confirming increasing consumer interest in technoluxury.

Forced to tailor their offer to evolving user demands, luxury brands are partnering with technology specialists in order to come up with perfect objects which will cater to the every whim of the wealthy while appealing toa far broader public.

The number of fashion editors present at the latest Apple Keynote only serves to underline the now inextricable link between haute fashion and haute technology. One things for sure: theres nothing niche or offbeat about the latest generation of wearable pieces.

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SWITZERLANDIS IN TROUBLE

Jony Ive, Senior Vice President of Design

onscientes de ces ajustements technologiques, des marques comme Kairos label ayant lanc la premire marque de luxe connect au monde sinvestissent dans laventure des wearable

technologies pour peut-tre un jour proposer une version fashion du t-shirt connect de Cityzen Sciences. Bnficiant d'un accord franco-japonais sign par le prsident Hollande himself, la technologie mise au point par cette entreprise cre en 2008 a t reconnue comme tant la plus en avance sur le textile connect. Russissant l'exploit d'encapsuler des nano-capteurs dans les fibres textile, Cityzen Sciences espre rapidement crer le premier vtement carte bancaire.

Fully aware of the potential of these technological advances, brands such as Kairos, famous for launching the worlds first ever line of luxury connected watches, continue to invest in patented wearable technologies in the hope of one day commercializing products similar to Cityzen Sciences connected tee-shirt. French President Franois Hollande recently signed an agreement with Japan to ensure that the technology developed by the brand back in 2008 be recognized as unique on the connected textile market. It may seem hard to picture,but in a not-too-distant future, nano detectors woveninto fibers will allow clothing to double up as amethod of payment

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Partant du principe que le vtement est le seul objet du quotidien que personne n'est susceptible d'oublier en partant travailler, Xavier Guillon, directeur de la stratgie chez Cityzen Sciences, entend bien remplacer un jour lApple Watch et autres bijoux connects par un simple t-shirt tout-en-un. Faire oublier la technologie en la rendant intrinsque aux indispensables du quotidien est donc devenu la condition sine qua non de la viabilit des objets connects, devenus de vritables valets domestiques invisibles...

lheure o Rebecca Minkoff et Opening Ceremony lancent leur ligne de joaillerie connecte, lavenir du technoluxe semble enfin se concrtiser dans le secteur de lhabillement haut de gamme.

Based on the assumption that clothes are one of the few daily objects we are unlikely to forget when half-asleep and halfway out the door, Xavier Guillon, Director of Strategy at Cityzen Sciences, intends to take wearable technology beyond accessories and into the domain of clothing. It would seem, then, that the viability of connected fashion depends on making technology less of a gadget and more of a requirement in our day-to-day life.

At a time when fashion-forward New York brands such as Rebecca Minkoff and Opening Ceremony are beginning to introduce connected jewelry to their collections, the future of technoluxury seems bright indeed.

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SEEING ISDECEIVING

i les avances scientifiques apporteront rapidement les dernires rponsesaux problmatiques des produits techn-oluxe, une question reste encore ensuspens, lourdement souleve avec

le rcent scandale du cloud.

Fluidit des rseaux de la ville, durabilit, scurit... Le tout-connect promet des avances considrables dans le domaine du mieux-vivre, mais nous laisse bien songeur face la quantit dmesure de donnes personnelles stockes. Sil est certain que les informations recueillies serviront faire voluer les sciences, beaucoup affichent leur scepticisme quant leur relle protection. A-t-on atteint avec les objets connects les limites de l'thique ? L'effet Big Brother semble inluctable...

Nouvelle filire industrielle, les big data soumises la suprmatie des leaders digitaux Google et Facebook sont plus que jamais la pomme de discorde entre citoyens et fabricants de wearable tech. Irriguant tous les secteurs d'activit, leur impact transversal a rapidement ncessit l'intervention du gouvernement.

As fearless technological and design innovationscontinue to bolster the technoluxury industry, aquestion mark lingers in the air, as brought to lightby the recent cloudgate scandal involving leakednude celebrity photographs.

Improving city infrastructures, sustainability, security Tomorrows world holds promise of major lifestyle advances, and yet we remain skeptical as to the volume of data generated and stocked as a consequence. Informa-tion gathered will inevitably help with scientific research, but will also pose significant security risks. An ethical dilemma first raised by Big Brother

If the all-seeing eyes of Facebook and Google have taught us anything, its that the big data debate is likely to prove a serious bone of contention between the general public and the connected technology industry. Perceived as invasive, connected objects didnt take long to enter the political arena.

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Cherchant contrer des drives menaantes, l'ancien ministre de l'conomie Arnaud Montebourg a labor le plan Big Data visant prmunir les populations des risques concernant la violation de la loi Informatiques et Liberts, rendue obsolte par les prouesses technologiques que l'on connat.

Vritable mine d'or 2.0, l'utilisation des donnes personnelles prsente donc autant d'opportunits que de risques auxquels les entreprises franaises doivent rapidement tre sensibilises pour viter de perdre leurs relations client court-circuites aujourd'hui par les grandes entreprises du numrique comme Google,Apple, LinkedIn, Facebooket Amazon.

Fentres sur le monde et sur nous-mmes, les technologies connectes ne sont pas neutres face aux pr- grinations online des part- iculiers et l'accord sign entre l'Union europenne et Google il y a prs de quatre ans mrite d'tre rvis pour viter de sombrer dans la montisation gnralise des donnes personnelles, tournant que Google semble avoir pris avec son projet Google Shopping.

Avec la multiplication des expriences connectes, la simple balade en fort qui nous rapprochait autrefois de la nature pourrait bien se transformer en un parcours sensoriel artificiel . Guids par Maps dans la faune et la flore d'un sous-bois dcortiqu par Wikipedia et peru travers l'cran d'une fentre Instagram, comptant nos pas avec Up, valuant notre rythme cardiaque avec Withings Serons-nous mme dapprcier les ralits sensorielles qui nous faonnent depuis toujours ?

Au lieu de renforcer le lien avec nous-mmes et avec le monde qui nous entoure, il se pourrait que les objets connects le perturbent ou limpensable le suppriment dfinitivement. Lhistoire nous laura maintes foisprouv : force de se faire trop aider, on finit par perdre notre autonomie

In an attempt to counteract potential threats to national well-being, the former French Economy Minister Arnaud Montebourg drew up the Big Data Plan, intended to protect citizens from violations of an Digital DataProtection Act rendered obsolete by a rise inconnected technologies.

A veritable virtual gold mine, personal data would therefore seem as useful as it is harmful. If digital trailblazers such as Google, Apple, LinkedIn, Facebook and Amazon were fortunate enough to build theirempire on big data, it is now a dilemma that allcompanies of all shapes and sizes will have to face

as part of good customer relations.

A window on the world outside and on the world within, connected tech-nologies are by no means neutral. The key agreement signed by the European Union and Google almost four years ago could well do with a revamp so as to avoid a walk on the dark side: earning money off the back of personal information, a direction that Google now appears to be taking with Google Shopping.

As connected experiences continue to grow, what was once a spontaneous stroll through the woodland could easily turn into a pre- programmed and artificial sensory path. Guided through

the greenery by Google Maps, introduced to the flora and fauna by Wikipedia, captured by an Instagram or three, tracked and quantified by an Up bracelet and a Withings Activit watch Will our senses still be capable of experiencing the natural world in quite the same way?

Rather than strengthening our bond with others and ourselves, connected objects might just weaken it or the unthinkable delete it all together. History is rarely wrong: the less we do to help ourselves, the more likely we are to end up surrendering our independence

26

INSIGHTS NO. 3

THE BARBARIANSARE BEATING DOWN THE DOOR, AND WERE BUSY

FROLICKING INTHE TRIANONS

PEACEFUL PASTURES.

Franois BourdoncleFounder of Exalead

THE NEW MATERIALISTE.COM

Arriving Winter 2014

Paris & New YorkA production by

INSIGHTS / 22ND SEPTEMBER 2014

CREDITS

D I R E C T O R O F P U B L I C A T I O N S

Olivier Billonolivier@ykone.com

E D I T O R

Richard Bridgmanrichard@ykone.com

A R T D I R E C T O R

David Cortidavid@ykone.com

C O P Y W R I T E R

Elodie Tramoyelodie@ykone.com

P H O T O G R A P H Y

Apple Inc, Gaumont Jawbone, Mayer George,MICHAA, Parrot, Pixelformula, Sen.se,

Wearable Experiments, Withings

I L L U S T R AT O R S

Alex Hliv, Bioraven, Grop, Macrovector,Nikiteev Konstantin, Vasilyeva Larisa

C O N TA C T

Ykone, 28 rue du Sentier75002 Paris, France

hello@ykone.com

Paris & New YorkA production by

INSIGHTS / 22ND SEPTEMBER 2014

CREDITS

D I R E C T O R O F P U B L I C A T I O N S

Olivier Billonolivier@ykone.com

E D I T O R

Richard Bridgmanrichard@ykone.com

A R T D I R E C T O R

David Cortidavid@ykone.com

C O P Y W R I T E R

Elodie Tramoyelodie@ykone.com

P H O T O G R A P H Y

Apple Inc, Gaumont Jawbone, Mayer George,MICHAA, Parrot, Pixelformula, Sen.se,

Wearable Experiments, Withings

I L L U S T R AT O R S

Alex Hliv, Bioraven, Grop, Macrovector,Nikiteev Konstantin, Vasilyeva Larisa

C O N TA C T

Ykone, 28 rue du Sentier75002 Paris, France

hello@ykone.com