Facing up to our screen problem
Look Up is stopped smartphones from hogging our attention.
What is this about?
Look Up is on a mission to reinvigorate and kick-start conversation. It sells items designed to blend into your home environment but hide a secret function. Its latest offering is a container disguised as a sardine tin. It holds three smartphones, keeping them out of sight but blocking all incoming signals.
![A vintage-style tin labeled "LOOK UP FISH CO." holds a blue smartphone, promoting "Hang Up and Hang Out."](/_next/image?url=%2Fimages%2Fviews%2Fsignals%2Flook-up%2Flook-up-hero.jpg&w=1200&q=75)
Why is it interesting?
Brands aren't just responsible for creating engagement with consumers, they can also create it between consumers — which we discuss in our Future Code Zenjoyments innovation opportunity — Immersive rituals, where brands create opportunities to help consumers immerse in the moment.
So What?
Technology has given us the capability to communicate with someone anywhere in the world; the global village is in full effect, but it's also become a hindrance. It's a barrier between friends. Being always connected to the world, sometimes it's good to disconnect from everyone to focus on someone.
Just Imagine ...
A near future:
Where IKEA brings out a signal-blocking table centrepiece for distraction-free meals.
![](/_next/image?url=%2Fimages%2Fviews%2Fsignals%2Flook-up%2Fcarousel-01.jpg&w=1920&q=75)
A mid future:
Where Nandos offers a sensory booth for diners to immerse themselves further in the tastes and sensations of foods. Customers can curate the experience for calming or stimulating dining.
A far future:
Where A range of pop-up bars emerges where users don VR headsets. You can only see other drinkers as their preferred avatars, allowing everyone freedom to express themselves without confidence issues.
Has this sparked a thought for you?
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