In an era dominated by constant connectivity, Taymoor Atighetchi, founder of the Papier brand, actively works to bring back the joy of analog life. Maintaining a journal, going for walks, and rediscovering board games are among the methods by which he promotes disconnecting from the digital world. This mission began ten years ago, when Atighetchi launched Papier, a brand that later collaborated with designers such as Rejina Pyo and the Metropolitan Museum of Art (Met Museum), focusing on stationery that combines functionality with design. [1]
The brand's analog approach, although it is itself a digital entity, responds to a current demand for writing with a pen on paper instead of using note-taking apps, sending letters instead of scrolling through long WhatsApp groups, and playing board games instead of browsing other people's photo albums. The brand recently launched a collection of games, such as chess and backgammon, designed to remain displayed in homes, on coffee tables, reflecting the philosophy of disconnecting to feel a deeper, analog connection. [1]
Taymoor Atighetchi explains that while the encouragement of analog use was not initially a mainstream idea, the trend has accelerated significantly. Social media consumption has grown exponentially, and the pandemic also contributed to this trend through social isolation and increased screen time for remote work. The growing interest in tactile materials, such as paper and watercolor brushes, shows people's desire to stop staring at glowing screens and engage in gentler activities. [1]
According to Atighetchi, analog hobbies offer distinct benefits for different age groups. For millennials, there is a nostalgia component, reminding them of times when life involved more writing and simplicity. For Generation Z, who grew up in a digital environment, discovering simple things, such as the smell of an eraser, represents a new and enthusiastic experience. Both groups rediscover the human pleasure of writing, drawing, and playing, benefiting from mental clarity and improved memory associated with these manual activities. [1]
Papier differentiates its analog products, including its new games, by emphasizing aesthetics and functionality. In a context of financial pressures, people host more gatherings at home, and the products need to be beautiful objects that spark curiosity and invite play. Atighetchi notes that the product development team comprises one-third of the business, preparing for a major expansion that includes new mid-term art and crafting products. [1]
The brand's future plans include opening a physical store next year, designed not just as a sales point but as a community hosting morning journaling sessions and evening game nights. Personally, Atighetchi relies on simple disconnection habits, such as nature walks and handwritten journaling, which provide him with mental clarity. He emphasizes the scientific importance of handwriting and walking for brain stimulation, recommending even short 10-minute breaks for reflection and daily reset. [1]
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