Unbound Edition. Meaningful conversations about brand, from Davis Brand Capital.



Google’s Immaterial Design

In 50 to 100 years, I firmly believe that your home could be made of Google.

I know, that sounds weird. But it’s also the ultimate manifestation of Material Design, the design principles Google revealed just two years ago. On the surface, Material Design was a new paradigm for interface design: UI carved out of real objects, casting shadows like real paper. But the philosophy and motivations ran deeper—the design team, at the time, told me that they imagined Material Design as a path to shape-shifting interfaces that could transform to add a room to your home or a screen to your wall. In this future, they suggested, Google could be the intersection of digital infrastructure and physical infrastructure. It wouldn’t have to take over the world anymore because it literally would be the world.

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