As one of the world's largest greeting card companies, American Greetings is an extremely unexpected participant in this year's SXSW. However, rather than putting a focus on cutting-edge technology, American Greetings created a low-tech experience to offer respite from the digital world.
This was done by taking over a shop in Austin and calling it 'Analog.' In addition to featuring a rotation of speakers, Analog also serves as a space where attendees can take part in hands-on activities like printmaking, crafting pop-up paper cards, fill in murals and get a selfie stitched by a sewing machine.
Inside American Greetings' Analog, people may also create analog GIFs and videos to be shared to social media. This supports American Greetings' philosophy that "analog and digital are not at war; they are complementary."
Why This Trend Is Growing
- Low-tech Entertainment
- Opportunity for businesses to offer low-tech experiences as a way to disconnect from the digital world.
- Hands-on Activities
- Businesses can create spaces where customers can engage in hands-on activities, such as crafting or printmaking.
- Analog-digital Integration
- Innovative businesses can explore ways to merge analog and digital experiences for a complementary approach.
Industries Being Reshaped
- Event Planning
- Event planning companies can incorporate low-tech entertainment options into their offerings to provide unique experiences.
- Arts and Crafts
- Arts and crafts industries can create spaces where people can engage in hands-on activities and unleash their creativity.
- Greeting Cards
- Greeting card companies can explore ways to integrate analog and digital experiences to cater to diverse consumer preferences.
