Oxfam, an international advocate for hunger, poverty and injustice, has given the digital age a new way to express sentimental value. In April 2011, Oxfam opened their seasonal pop-up store, Oxfam Curiosity Shop, located within British department store, Selfridges. Inside, patrons could find donated clothing from celebrities, ranging from actors Scarlett Johansson and Colin Firth to model Kate Moss and singer Annie Lennox. However, interested shoppers got a little more than they expected when purchasing a prized piece of clothing from their favorite star, namely, sentimental value in the form of a QR code.
Partnering with Tales of Things and Electronic Memory, a tech collective of English university scholars, Oxfam applied individual QR codes to the respective tags of each donated item. When mobile-savvy shoppers scanned these codes, found on tags attached at the point of sale, they were redirected to a video featuring the celebrity donor and the recently purchased item. More so, instead of a simple thank you, celebrities detailed how they came about the piece and the memories attached to it. The videos offered an intimate window that shared the celebrity’s connection and passed it on to the item’s new owner. This, in a nutshell, is the goal of Tales of Things and Electronic Memory.
Funded by a £1.39 million (~2.3 million USD) grant, the Tales of Things and Electronic Memory project seeks to record the memories we attach to objects, building upon the idea of “the Internet of Things.” Essentially, the Internet of Things refers to the predicted shift that one day all manufactured objects will be able to connect with the Internet in some capacity. More obvious examples have already emerged, such as mobile devices and network appliances such as televisions. Some high-end home appliances like washers, dryers and even refrigerators have already been integrated with Wi-Fi receivers that connect to a centralized hub. Even certain cars can be started remotely with the click of an app.
Previously, Tales of Things has come together for other unique projects with Oxfam that incorporate QR codes as the gateway to digitally stored memories. Recently, they set up a “memory booth” in the Oxfam Emporium. Stocked with common objects, painted white and unbranded, patrons were invited inside to examine these objects and talk to the recording crew about what memories they were experiencing. Be it a book, necktie, a pair of jeans – men and women opened up about the first time they were swept away in a story or found themselves in their favorite pair of denim. Recorded and stored, these memories were attached to items found inside Oxfam’s Manchester boutique. What’s more, cashiers provided the purchaser with a code so that they too might add their memories to the necktie, already loaded with electronic memories via QR codes.
By recording the memories people attach to objects, great or small, Tales of Things has started the process of tracking the memories, experiences and emotions we attach to items that have yet to be integrated. The true purpose is to pass on the stories we hold close to our hearts like orators and scribes before us. Whether it’s a celebrity and her story about where she premiered her donated gown or your neighbor and how a particular book captured his love of prose, these stories matter and can help us, as a society, learn the how and why of what makes such a meaningful impact in our minds. The age of electronic memory is already upon us and projects like Tales of Things will make it possible for our stories to live on in ways we have never imagined.
Written by: Dane
Dane Fionda is a Copywriter and Marketing Associate for The Discovery Communications Group, and focuses on corporate branding and identity, web copy and editing. Hired in November 2010, Dane’s enthusiasm, creativity and keen editing eye were a welcome addition to the agency. Outside of work, Dane is enjoys trivia nights, road trips, and live shows. Dane holds a double Bachelor of Arts in English and psychology from the University of New Hampshire. You can reach Dane at Dane@discoverycomm.com or call him direct at 603-685-2917.
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