From the 90s to the future: HMD and Heineken launch the transparent and retro “The Boring Phone”

In an era dominated by smartphones and always connected apps, an unexpected collaboration between HMD Globalthe maker of Nokia phones, e Heineken (full details here) is bringing attention back to a seemingly obsolete device: the mobile phone. “The Boring Phone”that’s what this retro device is called, an exercise in nostalgic branding that promises to reconnect users with the authentic experiences of real life, away from the distractions of the screen.

Presented on the occasion of Milan Design Week“The Boring Phone” a flip phone transparent with a minimalist design that evokes reminiscences of the 90’s. With a 0.3 megapixel camera, a 2.8-inch QVGA screen inside and a 1.77-inch external display, this device takes a step back in time, offering only essential features such as making and receiving calls, sending text messages and, surprisingly, playing the classic game Snake.

Behind this project there is a unusual partnership between HMD Global, Heineken and Bodega, a streetwear brand from Boston. The stated goal is to promote greater connection with the people around us, moving us away from “doomscrolling” habits and the constant temptation to check notifications on our smartphones.

“The Boring Phone is a marketing gimmick and, honestly, pretty funny,” said a spokesperson for HMD Global. “If you need directions, you can simply text your friends to get them. And once again, translucent technology is in the news.”

However, “The Boring Phone” it will not be for sale to the public. It will only be available via giveaways and social media competitions, with a limited run of just 5,000 units. Heineken has confirmed that distribution will begin in the UK and subsequently expand to other markets later this year.

This initiative follows HMD Global’s recent collaboration with Mattel to launch a branded mobile phone Barbiescheduled for summer 2024. Both projects appear to be part of a broader strategy by HMD to explore partnerships with iconic brands and tap into ’80s and ’90s nostalgia, particularly among Generation Z.