Exploring the space in between and how we're getting comfortable with being uncomfortable.
We are on the cusp. At a time of global dissonance, and while we wait for agreement on the shared solutions we are at the space in between. We’re not quite in the past but not quite in the future, we’re on the cusp. Limen in Latin means ‘threshold’ or ‘boundary’ with a liminal space referring to the place a person is in during a transitional period. It’s a gap, and can be physical - a waiting room, emotional like a divorce or metaphorical, like making a decision. As we sit in this transitional phase before change is enacted we look at how consumers are adapting to being in-between. This post examines the acknowledgement and acceptance of this uncertainty as consumers settle into a liminal state.
Betwixt and Between
Liminal spaces capture this sense of being in-between, often associated with transitional or ambiguous spaces. They can evoke feelings of disorientation and uncertainty because they are not connected to any specific place or time. It is the space between what is and what will happen next. These "in-between" spaces can challenge our perception of familiarity and comfort because they don't have a clear purpose or function in the way we are accustomed to. It is human nature to seek things that are regular and consistent, our brains crave predictability and as a result, when people find themselves in liminal states they are often accompanied by feelings of anxiety and disorientation.
Liminal Space Aesthetics
The concept of liminality and this unsettled feeling of discord has given rise to its own design culture. Initiated by an internet cult following of architectural photos of liminal spaces, the movement has also inspired exhibitions of fashion concepts, art, and even spread to music.
Several theories have been put forward for the popularity of this aesthetic. Across the generations, the images of deserted businesses and retro interiors appeal to existing feelings of nostalgia and sadness regarding the passage of time. This could have particular resonance for Millennials and Gen Z as many of the popular images may be representative of their childhood. The dream-like quality of the aesthetic heightens this feeling in keeping with distant and hazy early memories. Other theories suggest the visual trend represents a shift in culture reflecting society's current lack of community and our uneasiness about the future. Whatever the drivers behind it, there is no doubt of the compelling power of the aesthetic with google trends showing how the internet searches for 'Liminal Space Aesthetic' grew from nothing in January 2023 to peaking in May 2024. Currently, a Reddit thread of Liminal Spaces has nearly 750 thousand followers, placing it in the top 1% of Reddit communities. Over on Twitter/X @SpaceLiminalBot currently has 1.2 million followers, and on TikTok, there are currently 215 million posts of #liminalspaces.
In anthropology, liminality is a phase of ambiguity experienced during the middle of a rite of passage. While in these states, traditional continuity can become uncertain, and previously guaranteed future outcomes may be questioned. In our current, metaphorical liminal space, there is the feeling of needing to decide our futures. As we transition into the unknown future of tomorrow, the world waits to meet the legacy of our collective wrongs, but the logistics of right remain unknown. However, a perceived lack of agency reflects choices that feel polarised; global warming or off-grid? AI or real? Consume or abstain? Ultra-processed or raw? Save or splurge? Activism or indifference ? #Softlife or #Hustleculture? In a time of instant gratification, slow change feels even slower, causing frustration and further fuelling our apathy.
Reducing Extremes to Redefine Success
Navigating this analysis paralysis is producing a rejection against these polarised extremes. There is a burgeoning movement towards prioritising the midpoint, the transition point between options. As humans don’t like to exist in a space of unpredictability, there are nascent signs that we are adapting to cope. To create this predictability, people are finding their individual liminality - their crossover between extremes. Individuals are navigating the wait for change, by acknowledging and finding comfort at the transition point. We are learning instead of feeling anxiety at the transition, to embrace the space. In doing so and by embracing the threshold, success is being redefined as we find solace in limbo.
What’s your Goldilocks Point?
In a world of instant gratification, 'The Enoughness' aims to increase the space between wanting and having, to slow the instant in instant gratification. Journalist and fashion editor Melanie Rickey launched the platform with the aim of reducing the dopamine chase of ‘new’, slowing the cycle of consumerism and importantly, to feel complete in ourselves. However, 'enough' is subjective and in her podcast guests are invited to discuss their individual ‘Goldilocks point’ their middle ground where they feel they are enough or they have enough.
A Smart Phone That Acts Dumb
As people feel increasingly that technology is something happening to them rather than for them the movement to curb its influence on our daily lives gains momentum. Techless, a US mobile phone company is at the forefront of this movement pledging to ‘return 100 billion life hours to the world’. with their 'intentionally boring phone' the Wisephone II. Designed to help you ‘break free from big tech and regain control’, it retains the only the useful tech considered to enhance our lives; a simple music app which allows you to add your own tracks, a calculator, maps, front and back cameras, and notes, as well as allowing for calls and texts. Techless’ mission statement also plans to fund research for the development of healthier tech and promises to keep your data out of reach of corporations..
The Return Of Fashion's Middle Market
A recent article in Forbes pointed out that the previous polarisation of the fashion market place maybe over, pointing out the retailing success stories of Inditex, Uniqlo, Next and Marks & Spencers. These companies show how consumers are returning to the middle ground, to previously squeezed retailers. However, it is only those retailers who are actively innovating and evolving to reflect their customer's new needs who are benefiting. Zara, by combining style with perceived quality, and Uniqlo with their focus on wearability and longevity have both recently reported sales growth of 12%. Similarly Next, by capitalising on speed and efficiency, have seen profits rise 11% and over at M&S, the epitome of the middle market, clothing and home sales have increased by 5.3%.
Architectural Transitions
Reflecting the acceptance of hybrid working, single-use office spaces are in transition too. Plans have recently been unveiled to turn the HSBC Tower in London's Canary Wharf into a blueprint for a highly sustainable, mixed-use building of the future. In what is described as one of the world's largest redevelopment projects, the former office block will have floors given over to leisure and fitness areas as well as workspaces, bars and restaurants and perhaps even a hotel, museum or theatre. HSBC is just one of many high-profile exits from Canary Wharf, reflecting the need for fewer desk spaces. The area too is seeking to redefine itself away from the strictly business use of the past towards a mixed-use neighbourhood of the future.
The social media statistics show that - no matter how unnerving and unsettling the trend may be - people are comfortable with being uncomfortable. By embracing the mid point, through innovations in technology, fashion, cultural commentary and even architecture, people are acknowledging and accepting this transition period.
To explore the visual Liminal mood further and to see how the aesthetic can be interpreted for your consumer please see our Forecast Direction.