From videos on YouTube that are surprising at first glance – to a worldwide trend. How did ASMR turn from an intriguing and narrow category of content into an effective tool for interacting with the audience? Currently, meridional sensor stimulation algorithms are widely used in artistic initiatives, are integrated into modern design, and are quite affected by individual brands. Why does it work? What role do tactility and sounds actually play in the lives of modern people, whose everyday life is saturated with informational noise? We analyze using examples and communicate with specialists of the ELIO HOME team.
That year, the London Design Museum presented visitors with an exhibition dedicated to the role of ASMR in contemporary art. The Weird Sensation Feels Good: The World of ASMR exhibition was the brainchild of the museum’s collaboration with ArkDes, the Swedish National Center for Architecture and Design. The exhibition included a series of objects and installations that, due to their tactile, visual and auditory properties, cause a so-called autonomous sensory meridian reaction – to put it simply, “ants”, accompanied by a pleasant feeling of relaxation.
“This exhibition is an experiment, the acquaintance with which can make you feel something you have never felt before,” shares the curator of the exhibition, James Taylor-Foster. – It’s worth taking a closer look at the world of ASMR — and you’ll understand that it’s actually closely related to many design disciplines.”
What is remarkable about this exhibition? The phenomenon of ASMR is still not sufficiently researched, and specialists even hesitate whether it has a scientific basis. However, the effect of tingling on the skin, a strange feeling of peace and even euphoria became something so attractive and intriguing for people that ASMR turned from a little-known media “focus” into a worldwide trend. A trend that eventually gained enough momentum to have its own exhibition at London’s Design Museum.
Benefits and examples
There should have been room for a scientific explanation. However, as we have already mentioned above, it has not yet been definitively formulated. According to Tom Stafford, a lecturer at the University of Sheffield, “it is possible that this phenomenon really exists, but by its very nature it is difficult to study.”
At the same time, it is known that for more than 10 years of the spread and development of this trend in the infospace, the ASMR effect began to help people fight against sensory overload in everyday life, with insomnia and even panic attacks – side effects of rampant multitasking in the information age.
ASMR may still not have a clear rationale. But it works
This effect allows people who are trying their best to keep their balance on the crazy wave of modern everyday life to “rest”. Listen quietly, feel tactilely pleasant, do not run, do not absorb new information. Literally relax the brain.
Since this became clear, the ASMR trend began to seep beyond the niche of entertainment content. Artists, designers, entire studios and brands from this field began to pay attention to him. In particular, this affected furniture companies, for which the tactile and visual properties of products are of great importance.
A good example of such companies is ELIO HOME, a Ukrainian brand operating in the premium segment. We spoke with Olesya Popadyuk, manager of the ELIO HOME Projects department, about working with textures and coatings, their role in the development of new collections and the study of global trends.
The main features that underline the visual signature of ELIO HOME are a minimalist style, clean lines and elegant shapes inspired by nature
“For many years, we have followed a refined yet simple design, while also focusing on functionality, high quality materials and attention to detail. The main features that underline our visual signature are a minimalist style, clean lines and elegant shapes inspired by nature.
Each product created by us is endowed with aesthetic, visual and tactile qualities. From the use of veneer and unique types of wood to the textures of fabric, eco-leather, glass and stone – we take care of a harmonious combination of materials so that each product is an integral and expressive part of a complete interior, says Olesya. – The decision to enter the premium segment back in 2004, made by the founder Yuriy Korostylov, had a significant impact on our development. We actively monitor trends in modern design and integrate innovations into production, sometimes anticipating the needs of designers.”
Ideas and implementation
The years 2022 and 2023 are particularly indicative in terms of tracking global design trends. The world has recovered from lockdowns, and an increasing number of exhibitions, including furniture ones, are actively returning to the arena. The presented expositions do not simply demonstrate individual objects and collections. This is a slice of modernity, with its challenges and needs. And it is hard to ignore all the amount of visual and tactile experiments with which furniture exhibitions are flying after several years of the pandemic.
Expositions of world furniture exhibitions do not simply demonstrate individual objects and collections. This is a slice of modernity
For example, for the first time since 2019, the CIFF furniture exhibition, held this year in Guangzhou, returned to the world design arena. The scale of the exhibition was impressive: CIFF Guangzhou 2023 occupied 700 m000 of exhibition space, divided between 2 exhibitors, and the event itself attracted 4000 visitors over eight days. In parallel with this, on the opposite side of the globe, in 380, the 763st Salone del Mobile exhibition was held in Milan, which also gathered hundreds of furniture brands and designers, as well as thousands of visitors from all over the world.
Modern furniture exhibitions present visitors with the latest achievements in furniture design, and at the same time – explore the human interaction with textures, light, and form. The focus is on human perception, the influence of a material object on the lifestyle and space in which a person is located. The specifics of these connections determine future trends, distinguish modern ones, play the role of a stage, a discourse-field and a reference point for many companies in the world of design. Including ELIO HOME.
Olesya Popadyuk, manager of the ELIO HOME Projects department, says: “Leaded by our art director Maryna Cherkashina, every year we select a new palette of colors and textures for the collections of platform products, we are inspired not only by nature, but also by global trends. We attend the largest world exhibitions and significant events in the world of design, such as the Salone del Mobile in Milan. Attending such events provides a great opportunity to learn about the latest trends and innovations in the industry, as well as share ideas with other professionals.
"In fact, furniture production is a paradise for kinesthetics. It is difficult to imagine such a number of different textures collected in one place elsewhere" - Olesya Popadyuk
This allows us to stay at a high level and implement the freshest ideas and solutions into our products. Among the most tactile coating options in our arsenal are soft eco-leather, warm and pleasant to the touch fabric, as well as veneer (here, if we talk about individual projects, sometimes from very valuable wood species). In fact, furniture manufacturing is a paradise for kinesthetic people. It is hard to imagine so many different textures gathered in one place elsewhere.”
Tactility is a subjective thing. The focus on this aspect of products automatically requires another quality of the brand – adaptability. In ELIO HOME, it is embodied in a platform – the company’s own know-how, which allows combining all current models, dimensions, colors and materials into a structured system. On the basis of this system, the client can “assemble” the object he needs, customizing it to his own needs. This approach enables the company to implement projects based on individual requests, while consistently maintaining the stated quality level.
Tactility is a subjective thing. The focus on it requires the brand to be adaptable to all possible halftones of the client's preferences
The platform is a flexible and promising system that only expands over time. ELIO HOME actively researches the world market, its needs and development trends. On the basis of these studies, new collections are developed, constantly supplemented with new textural and color solutions.
“We are already implementing new products using our updated palette of colors and textures,” says Olesya Popadyuk. – This year in world design, you can observe the dominance of neutral colors, however, there are also interesting combinations of contrasting materials. But above all, there is growing interest in sustainable development, environmental friendliness, preservation and restoration of nature.
One of the important trends we noted for ourselves is the balanced use of various materials that help create a design that stimulates the sensory experience of customers. Actually, combining veneer with soft fabrics or eco-leather can create an attractive contrast between textures and tactile sensations. The use of glass and stone at the same time can add a cold shade to the interior, which complements the natural elements and creates a harmonious environment.
"Combining veneer with soft fabrics or eco-leather can create an attractive contrast between textures and tactile sensations" - Olesya Popadyuk
At ELIO HOME, we also try to develop a conscious approach to product creation as much as possible. Very soon, we are expecting the opening of a renewed salon and will be very happy to present our new products, and therefore new colors and materials. We also have a number of exclusive coatings that are just waiting to be included in the catalog.”
Not only tactility
The ASMR effect can be stimulated by more than just tactile contact. A significant factor that causes it is also sound – usually it is a whisper, smooth sounds of rustling or sliding, barely noticeable, but pleasant and measured. Choosing to surround ourselves with objects that give this effect of relaxation, we pay particular attention to how they “sound”.
Choosing to surround ourselves with objects that give us the effect of relaxation, we pay particular attention to how they "sound"
So, for example, most ASMR content is created with a focus on sound accompaniment – from soothing videos on YouTube to videos filmed as part of artistic initiatives. In the series of videos ASMR at the Museum, created by London’s Victoria and Albert Museum (V&A Museum), we see how museum curator Jonah Lesger takes out some exhibits from the museum archive – say, Charlie Chaplin’s bowler hat from the film “The Little Tramp” or a costume from the end of the 19 century, worn by Henry Irving in the role of Mephistopheles in “Faust”. They are taken out to later be given for museum conservation. They are unpacked. They rustle the seals in the boxes. Cleaning And for some reason, this very sound soothes and causes pleasant “ants” somewhere on the back of the head.
"For ELIO HOME, every small detail is important, and we are always looking for fresh developments and innovations to improve the functionality of our products" - Olesya Popadyuk
But what does this importance of sound accompaniment mean if we talk about furnishing our space? Boxes. The door Sliding partitions. Any moving elements and surfaces. At first glance, this is a trifle – however, such a changeable substance as comfort consists of trifles.
“For ELIO HOME, every small detail matters, and we are always looking for fresh developments and innovations to improve the functionality of our products. Yes, today we use the best accessories from leading European manufacturers. Our R&D department is constantly searching for new unique solutions for the expansion and improvement of aluminum profiles. After all, each of them is our pride, our unique development, the analogues of which you will not find in the world,” says Olesya Popadyuk.
When we talk about integrating ASMR into your living space, we're talking about fluidity. About tactilely pleasant and quiet.
About a place where thoughts are not crowded, and one feels calm. Integrity, which can be found when you come in the evening and collect thoughts in parts, fragmented and scattered in all directions by informational noise. An aesthetically pleasing and balanced space is not just an indicator of status or a way of self-expression. It is an environment that feels the owner and “grounds” when needed. Shows empathy and concern for him. It does this imperceptibly, because comfort is not emphasized. It is simply there, because it is right.
As of today, the ASMR effect is still poorly researched, and its integration into modern design and living spaces does not have a clear “methodology”. However, perhaps this very feeling of relaxation should become the main design priority in the fight against the modern pace of life, especially in megacities, and the side effects that humanity has because of it today.