One day last month – in the midst of some serious research, natch – Mediolana’s Creative Director and CSO was poring through the shelves of a vast Central London bookshop near Piccadilly Circus when he came across the following concept: themed diaries bearing the Moleskine® brand which encourage diarists to celebrate ‘the loves of their lives’. From wellness to wine and music to chocolate, Moleskine® has neatly segmented their customers into tribes which can use these journals to record their progress and experiences in these domains; at least, this is the idea.
But when thinking about the actual likely ways that these diaries are going to be utilised, it is hard not to feel a pang of desperation, principally for the diarists. Many of these journals will be bought as gifts which may not even attract a single entry; most of the others will likely be ignored in an era when electronic screens are dominating human consciousness like never before. Excellent intentions will yield to the demands – real or perceived – of the day. Yet for many owners of these diaries, their journals will continue to represent ideals.
In an increasingly stress-defined and time-starved era, is the act of purchasing a themed diary from a luxury manufacturer the best that many can hope for – a statement of never-to-be-fulfilled intentions to master a popular pastime practised by Men and Women of Cultivation, while we spend the bulk of our existences consuming someone else’s media? A lack of organisation and motivation seems to have collectively relegated us to a level below even perceiving the metaphysical emptiness of a posh booze defter. But does anybody care?