Tech Should Be More Human: Why Microsoft Has Partnered With Mercedes-Benz Fashion Week

Tech Should Be More Human: Why Microsoft Has Partnered With Mercedes-Benz Fashion Week
SHARE
THIS



Technology has become a fashion accessory, a way to express your individuality through the tech products you wear and use everyday. For Mitch Wallis, Microsoft’s global product marketing manager for Surface, this is the biggest reason why Microsoft Surface is the official computing device sponsor of Mercedes Benz Fashion Week Australia (MBFWA).

Wallis, who is in Sydney this week to celebrate Microsoft Surface partnership with MBFWA, told B&T that for him technology has to become more human. “In the tech industry we’ve been a culprit of impersonal products for many, many years. Think big 10 kilogram boxes of hardware and computers, it’s not the best experience. What’s ironic your phone and your PC is actually the most personal device you have- my Surface knows more about me than my parents do.

“I think whether its conscious or unconscious we pour so much of our lives into our technology- it carries our memories, it knows our secrets, it knows our bank account. It is absolutely a personal product. The tech industry doesn’t always make it seem like this should be a personal piece of hardware. So I guess, why can’t a piece of technology be as beautiful on the outside as it is on the inside?”

Mitch Wallis

For Wallis and Surface team, the Surface represents a beautiful piece of technology which incorporates fashion elements within the hardware. The Surface Pro 4 Type Cover is covered in two-tone gray mélange Alcantara fabric from a Milan based company, similar to suede leather.

“It enables the product to be lighter, thinner and scratch resistant. But really at the end of the day it solves the biggest issue in the technology industry which is making tech personal again. If you hold a computer covered in beautiful fabric and in the colour of your choice, you will cherish that thing the same way you cherish your favourite handbag. That’s what technology is, it’s become a fashion accessory.

“We’re targeting a user who really believes in not only the craftsmanship angle of what it means to design products like this, but also the aesthetic angle. Fashion Week is a great place to continue the conversation and show why Surface is relevant in the design space, particularly to women who appreciate the more aesthetic value.”

To promote the partnership, Microsoft Surface has created a behind the scenes look into how Mercedes-Benz Fashion Week Australia comes together:

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]