Apr 21, 2017 | By WGSN Insider
Mar 02, 2017
By Admin *
You’d be forgiven for thinking that the stationery brand Moleskine only offered up slick planners for the back to school/back to office crowd.
However, at the Millennial 20/20 Conference (currently taking place in New York City), Moleskine’s Global Marketing Director Luca Danovaro used the stage to showcase just how Moleskine is as much of a player in the digital world as the stationery world. He explained that tech doesn’t have to be the enemy of paper and vice versa. The brand currently has a huge presence on Snapchat, Instagram (could those notebooks be any more perfect for the Insta flat lay?) and Twitter, as well as WeChat and Weibo in China. But it’s the brand’s tech strategy that really caught our eye.
Danovaro discussed three innovative ways Moleskine is bringing the physical world and the digital world together, check them out below:
The Moleskine Paper Tablet is a smart notebook. Imagine that you want to jot down that amazing idea in your notebook and upload it to the cloud? Now you can. Thanks to the brand’s specifically designed Smart Writing Set Pen+, which comes complete with a camera on it, users can upload their writings and sketches to their iPhone or iPad. Resembling an actual tablet (the brand even went so far as to create the notebook with thicker pages that stick out and so the design looks like a tablet), you get the feel and ease of writing in a normal notebook, but then the added joy of being able to upload, organise, and edit notes, drawings, or anything else you scribbled down. How does it work? There’s Ncoded technology embedded into each page of the notebook, which allows the camera built into the pen to recognise where it is writing within the notebook. Syncing digital with physical gives people a second form of backup for their creations, and seamlessly integrates projects across platforms.
Moleskine Timepage is all about the paper brand fully dipping its toes in the tech world. Moleskine used the intelligence it got from consumers who use their daily planners to offer up an calendar app that does pretty much everything- the perfect digital partner to your personalised, tangible planner. The app rolls weather forecasts, maps, and events into one manageable calendar, it even has a split screen function so the calendar can be viewed at the same time as other apps, such as e-mail, making realtime planning a breeze. Our favourite function? The time to leave capability, which triggers you in advance, reminding you that you need to leave in good time to make your appointment.
Print on Demand is for consumers who want to create a photobook that they’ll actually want to show off. The collaboration between Moleskine and MILK Photo Books offers consumers the chance to choose from a range of formats, sizes, and colours to design their ideal book, whether for work or a gift to your friend that just got married. The website makes creating easy with a variety of templates, but the best bit is that you get a free digital copy of your creation, and you can even get unlimited video content added in.
We love how these innovations show that Moleskine is consistently coming up with ways to remain relevant in the constantly developing digital landscape. Or as Danovaro put it, mixing the “romantic aspect of brand heritage, while fulfilling consumer need right now and for the future”
Like this? Follow Cassandra on Twitter here.
Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.