An extract from “Things that go unseen” by Industrial Facility.
“When electronic products form part of a service they become the extension of the values of that service. The behaviour of the product becomes moe important than its product appearance and the object becomes simply a service tool that finds its starting point not from product marketing and commerce, but from its use and efficiency. There is no choosing to be done-only using. These ‘service tools’ become an important aspect of any brand that delivers services requiring some form of human interaction. The products, like the space, need to communicate the brand ethos. Products used to navigate or access branded spaces must do so in a manner that is consistent with the brands values.
The devices are designed to have functional sensibility so that their behaviour is more important than their appearance or physical form. The object becomes simply a “zone of transaction”.