Shall We Talk on the Terrace?

His intentions behind wearing the mask seemed clear.

I found this coffee shop because it's famous for its signature coffee, a combination of Einspanner and cream, but these days I feel uneasy staying inside. The moment the elegant style curtains and the warm sunlight filtering through them became meaningless.

Even though it was our first meeting, the interview applicant didn't offer a handshake. The awkward nod, the pause before speaking, the inability to read the other person's expression – we were undoubtedly experiencing confusion at the time.

The sense of distance that used to unconsciously operate when meeting someone, the prohibition of simple physical contact to express friendliness, and the entire process of relationship building through this felt like looking at a wall in a room, more than half of which was broken and needed something new to fill it.

Human Scale

It's a concept used when designing spaces based on the size of the human body, and it's also well-known as a theory explaining how our spatial horizons guide our mental horizons. When buildings are too tall or roads are too wide, we feel small. When streets seem busy and crowded, we feel more humanely connected. The reason these things are important is that they help us distinguish between what is relevant to us as humans, i.e., what is worth paying attention to, and what is not.

The recent COVID-19 pandemic has become an opportunity to redefine the sense of distance between people and the size and meaning of familiar spaces in this way.

Globally, it has changed the distance we can travel in a short period of time and has made us experience the control of nations that are much closer to our daily lives than before. We don't know how long this change will last and whether it will become a permanent part of our lives. However, one thing is certain:People adapt quickly to change, and when that change is within a manageable level and they feel more comfortable than before, the likelihood of it becoming a habit increases..

So, how should businesses view this changed perception of space and the altered experience of interpersonal distance? What does this mean for customers feeling close to a brand, and how will it affect relationship building? As more and more brands invest in digital marketing channels and e-commerce, isn't this a necessary question to ask?

The interior of the cafe will still be beautiful. However, we are not comfortable inside.

What level of distance makes us feel comfortable? Should we give up the emotional experience we gain from coexisting in this physical space?

How can we use this changed sense of distance to provide customers with physical emotion and intimacy through digital experiences?

I felt the need to write this because it seems like the rise of contactless marketing and articles about the benefits of video conferencing alone are not enough to fill the void. Before discussing technology, I hope we can redefine this human scale based on the people of today.