His intentions behind wearing the mask were clear.

I found this coffee shop because it was famous for its signature coffee made with a combination of Einspanner and cream, but lately, I've been feeling uneasy about staying inside. The moment the warm sunlight streamed through the elegant curtains was meaningless.

The interview applicant in front of me, though I met him for the first time, didn't even offer a handshake. An awkward nod, a pause before speaking, an unreadable expression on his face—we were definitely experiencing confusion at the time.

The sense of distance that used to unconsciously operate when we met people, the simple prohibition of contact that expressed familiarity, and the entire process of building relationships through this—it was as if more than half of it had been broken, like looking at a wall in a room that needs to be filled with something new.

Human scale is

A concept used when designing spaces based on the size of the human body. It is also well-known as a theory of how our spatial horizon leads to our mental horizon. When buildings are too tall or roads too wide, we feel small. When the distance seems busy and crowded, we feel connected as human beings. The reason these are important is that they help us distinguish between things that are relevant to us as humans, things that are likely to grab our attention, and those that are not.

This recent COVID-19 pandemic has served as an opportunity to redefine the distance between people, the size of familiar spaces, and their meanings.

It has changed the distance we can travel globally in a short period of time, and we are experiencing the control of our respective countries, which has become much closer to our daily lives than before. It is unclear how long this change will last and whether it will become a permanent part of our lives. However, one thing is certain:People are quick to adapt to change, and if that change is feasible and more convenient than before, it is more likely to become a habit..

So how should companies view this change in perception of space and experience of distance between people? What does it mean in terms of customers feeling close to the brand, and what impact will it have on building relationships? This seems like a necessary question as more and more brands invest in digital marketing channels and e-commerce.

The inside of the cafe will still be beautiful. But we don't feel comfortable inside.

How much distance do we need to feel comfortable? Do we have to give up the emotion we get from coexisting in this physical space?

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

I feel like there's something that can't be filled with the emergence of untact marketing and articles about the advantages of video conferencing that are often mentioned these days. I hope we can redefine this human scale based on today's people before discussing technology.