In 1800, if you’d said that you wanted something ‘made by hand’, that would be meaningless - everything was handmade. But half a century later, it could be a reaction against the age of the machine - of steam and coal-smoke and ‘dark satanic mills.’ The Arts and Crafts movement proposed slow, hand-made, imperfect craft in reaction to mass-produced ‘perfection’ (and a lot of other things besides). A century later this is one reason I’m fascinated by the new luxury goods platforms LVMH and Kering, or indeed Supreme. How do you mass-manufacture, mass-market and mass-retail things whose entire nature is supposedly that they’re individual?
...we keep building tools, but also we let go. That’s part of the progression - Arts and Crafts was a reaction against what became the machine age, but Bauhaus and futurism embraced it. If the ‘metaverse’ means anything, it reflects that we have all grown up with this now, and we’re looking at ways to absorb it, internalise it and reflect it in our lives and in popular culture - to take ownership of it. When software eats the world, it’s not software anymore.
I want to show you that that Internet you used to go exploring is still very much there. There are still tons of small personal websites, and a wealth of long form text from both the past and the present.
So it's a search engine. It's perhaps not the greatest at finding what you already knew was there, instead it is designed to help you find some things you didn't even know you were looking for.