The Leica M10 Box – It’s Elaborate For a Reason
Nuclear weapons may have given us the ability to destroy the entire planet, but it’s things like unboxing videos that will make you want to actually use them. Unboxing videos are the post-human equivalent of a striptease act. They’re an early warning system, broadcasting the fact that the machines have finally won. – C. Donlan
“Unboxing Videos” are an internet phenomenon I will never understand. Rank them up there with eating Tide Pods and finding Kardashian women fascinating. Apparently, I’m in a minority, however. Since 2010, the number of YouTube clips with “unboxing” in the title has increased exponentially. There’s unboxing of every item you can think of, from blenders to live reptiles. If you can buy it, there’s probably a video of it being unboxed, as this attests.
Leicas make great subjects for unboxing videos. They’re expensive and desirable, things whose purchase we eagerly anticipate. Plus, they come in great boxes. Leica, like Apple, understands the symbolic significance of their cameras and the psychological and emotional aura that can be created or enhanced via a product’s presentation.
Recently I ran across an unboxing video of a Leica M6 posted by a Nelson Murray, interesting as a bit of historical documentation re: 1985 Leica presentation . Among other things, what strikes me is the relative simplicity of the packaging, completely utilitarian, functional.
Compare it with the unboxing of an M10.