R∞pt
Speculative Branding
Concept
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When we buy a product or service, we’re ultimately investing in the quality of our time. The desire to make the most of our limited and precious moments shapes our consumer choices, giving us a sense of control over this finite resource.
This is especially true in time-based entertainment like music and movies, where the value lies in how they enhance our experience of time. In contrast, static images, disconnected from the flow of time, hold less perceived value unless integrated into broader, immersive contexts, like galleries or museums, where they contribute to a richer, time-bound experience.
Research and Analysis
We pay for the time that products promise to enhance.
To explore the connection between consumer behavior and time, a mixed-methods study was conducted. Six financially independent millennials were interviewed about their activities and product or service use between 9 PM and 10 PM. Additionally, surveys were distributed to 32 adults to understand purchase motivations. The findings revealed that 92% of purchases aimed to enhance the quality of limited time, resulting in increased satisfaction.
Qualitative Interview Highlights
1. Activities: What did you do between 9 PM and 10 PM yesterday?
2. Product/Service Use: Which product/service were you using, and what was its price?
3. Satisfaction Comparison:
• Without the product/service: Rate 1–10.
• Anticipated satisfaction before purchase: Rate 1–10.
4. Purchase Motivation: What drove you to make the purchase?
Additionally, an equation was developed to assess market pricing by factoring in the duration (a) and quality (b) of time spent. Over five years, analysis of daily-use products revealed that market prices correlate strongly with the perceived enhancement of time and satisfaction.
• Products offering shorter durations and lower satisfaction have lower market prices.
• Buyers, whether consciously or not, invest in products that improve the quality of their time, highlighting time as a critical driver of market value.
Mechanism Design
Creating a new value framework for visual art in the digital space
Video and music are time-based mediums, requiring users to pay as they consume content gradually over time. In contrast, static images reveal their entirety instantly, lacking a time-based interaction.
R∞pt reimagines this dynamic by offering users immediate access to static visual art, with payments made gradually in installments—bridging the gap between instant consumption and long-term value appreciation.
⓵ Tracks.
The submitted images were displayed in a music-platform-inspired format, akin to Spotify. Each image was assigned a specific time, displayed alongside its title. Users could play the entire “album” or select individual “tracks.” Upon entering a track’s page, a timer appeared in the top left corner, counting down while the track title was displayed on the right.
⓶ Mechanisms.
To proceed to the next track or exit the page, users had to adhere to the specified viewing time. Exiting early triggered a warning message, offering the option to pay or extend the viewing time by 30 seconds. This approach encouraged longer engagement, providing valuable data to assess the platform’s performance.
⓷ Albums
Seven visual artists, who also work in music, were commissioned to create drawings, each representing a “track.” These works were compiled into an “album,” mirroring the structure of musical albums. Album cover images were displayed collectively, evoking the experience of browsing through physical albums in a music store.
Launch
In January 2022, during Singapore Art Week, the R∞pt project took to the streets with three giant out-of-home films.
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