Have you heard of Nowness?

A coworker recently asked if I had heard of a site called Nowness. Alas, as much as I hate to admit when I’m not on top of all things in the artsier areas of the internets, I had not.

I have yet to explore the site fully, but here’s what I know right now.

Nowness fancies itself a “Luxury Storyteller”. What does that mean? It seems Nowness is working to keeping you and yours abreast of the goings on in the world of extravagance and luxury whilst learning about your tastes and, perhaps, impacting your buying habits. Did I mention that they’re owned by the group LVMH Moët Hennessy Louis Vuitton?

The good: Their content appears to be unique, updated daily and includes a lot of exclusive video.

The bad: A lot of the content I’ve read so far is extremely one dimensional and, in my humble opinion, is perpetuating a culture that places more importance on the guy who developed an exclusive line of Jade nail varnish for Channel than he who aided in progressing society. Yes, that is an actual example. And speaking of examples, I wanted to work one in about this article on the Westminster Kennel Club Pageant (yes, seriously), but just mentioning it speaks for itself. Further, from a design perspective, their site and Facebook entity are typographic atrocities, employing 4 different faces and as many fonts from each family as they have. Further design violations include inconsistent photography, typographic imagery that is poorly optimized and content that is oversized and makes browsing a slow, cumbersome process.

All this said, I think it’s apparent that I’m massively fascinated by this site and since they have over 40,000 friends on Facebook, it’s probably worth a closer look. Upon initial inspection, however, it feels like a venue for amateur folks who fancy themselves art and design authorities to flash their bling and spew comments like “pinterest is just too pedestrian; filter my inspiration by exorbitant price point and pretentious contributor, sil vous plait.”

That is all.