That's Interesting — February '26
Analog Soul
This February, we have a takeover from Marie, a Content Producer here at Live Union.
As a self-proclaimed chronically online Zillennial, I like to think of myself as something of an internet trend connoisseur. If you've opened any social media in the last couple of weeks, you'll know how hard it's been to escape endless throwbacks to 2016 cultural moments and countless crafty ideas for “offline hobbies”.
Nostalgia has been cited by many audience reports as one of the defining trends for early 2026. But this “yearning for a simpler time” is far from new, and there are multiple reasons why people tend to look to the past through rose-coloured glasses.
According to Edelman, we’ve been experiencing an era of hyperconnection that has now reached a “tipping point”, where people are now striving for a quieter, more private life. In a 2026 strategy trend report, Anu Lingala captures this shift with the term "Analog Soul": a re-assertion of humanity amidst the noise of AI and technology.
But how is this search for an analogue life permeating experience design? And what does it mean for creating experiences that don’t just impress, but create genuine impact? Below are a few of the trends that have caught our attention this month.
1. Authenticity over polish
(7min read)As digital content becomes increasingly polished and automated, audiences are asking to feel the humanity behind creative work.
While our feeds fill with AI-generated content, this piece by It’s Nice That argues for showing the creative process and displaying imperfections as proof of authenticity.
Why Interesting
When perfection is easy to generate, showing imperfection and letting people into the process signals authenticity.
2. The need for human connection
(15min explore)Amidst remote work and digital overload, audiences have been communicating the need for authentic human connection.
This audience report by Havas Red highlights how in the workplace, shared, in-person moments are becoming a non-negotiable for teams craving real connection. We're seeing this in business events too, where audiences tell us some of the main success indicators are networking and face-to-face time.
Reddit’s conversation Bar at CES is an outstanding example of designing spaces that prioritise dialogue over spectacle. At the same time, digital activations such as Reasons To Stay are proof that the warmth of humanity can be felt in digital spaces, even through screens and across several kms.
Why Interesting
As Experience Designers, we need to focus on designing for connection. Experiences that prioritise conversations, participation and shared moments have more impact than those that just focus on visual impact.
3. I feel, therefore I am
(10min explore)This desire for human connection goes hand-in-hand with an appetite for multi-sensory experiences that bring us back into our bodies.
The design of Fortnum & Mason's new chocolate collection is a great example of how sound, taste and feeling can work together to create something we experience, not just consume.
And it’s not just about creating sophisticated and complex sensory experiences: introducing something as seemingly "old-fashioned" as push button activations can have a huge impact, making interactions feel physical, intentional and human again.
At Live Union, this thinking shows up in small ways, too. We’re particularly fond of getting out of our desks and favour walking catch-ups, and our latest explorations led us to this inspiring exhibition at the Fitzrovia Chapel – combining enchanting atmosphere and sound into a powerful emotional experience without a screen in sight.
Why Interesting
As digital dominates daily life, multi-sensory experiences become a way to help audiences feel present, making them more impactful and memorable.
4. AI is the tool, not the creator
(10min explore)This reach for analogue in media emerges in a time where technology and AI are becoming increasingly embedded in our personal and professional lives: Artlist reports 87% of creative professionals use AI tools.
In fact, going analogue does not mean turning our backs on progress: this project by MIT Media Lab uses technology to unlock memory and emotion, showing how AI can support human feeling rather than replace it.
Similarly, Netflix took the same approach with their latest campaign involving tarot cards, wrapping a data-driven algorithm in a language of mysticism, spirituality and ancient rituals.
Why Interesting
We can’t – and shouldn’t - run away from AI as creative practitioners. Rather, we should be mindful of making the most of the tools AI can offer to amplify humanity, rather than to substitute it.
Perhaps then, nostalgia isn’t about going backwards after all, but a comfort response to an overwhelming moment in time. As experience designers, our search for the Analog Soul lies in finding ways to connect, engage the senses, and help people feel present again.
