Sometimes, I wonder what triggers nostalgia, what's so appealing about it, and why it doesn't apply to everything – notably, technology.

I went to a store in Paris called Officine Universelle Buly, founded in 1803. They heavily leverage their heritage with the old cabinets, designs, and even the music.

For some categories, nostalgia can be a competitive advantage, especially if a deep sense of craft is involved – luxury goods, perfumes, or lifestyle products. You don't have to be a brand founded in 1803 to embed a sense of craft and nostalgia into your product.

I don't see the same effect in tech – most of what I see is old products used as a gateway for more mindful usage – for example, people using iPods nowadays. But in general, people expect a standard "bleeding edge" form of branding from most tech.

Is there any way to escape that confinement as a business advantage? A "craft" version of technology that makes it more appealing? I struggle to find examples. Most companies play with "retro" designs as a fad, but it's not necessarily in their DNA, like Buly.

Is tech really that boxed in from a branding perspective?