Experience the Unplugged Life: Heineken’s Plain Phone Revolution

Imagine a gathering where Heineken, Human Mobile Devices (HMD), and a streetwear brand from Boston known as Bodega come together. Over rounds of Lithium lager, they ponder over our digital dependencies and decide to craft a unique device: the “Plain Phone.”

Is this another nod to the growing trend of minimalist phones that garnered attention from major publications like The New Yorker? Absolutely. Does it stand out as a throwback tech marvel, capable of making any tech enthusiast restless? Definitely.

The design is refreshingly straightforward. Think of the Nothing Phone—this is the Plain Phone, but without flashy lights. Beneath its flip cover, a green motherboard is visible, harmonizing with the screens’ green backlight—one on the outside and a larger one inside. Although tempting, I’ll refrain from calling it Heineken green or drawing comparisons to The Matrix, even though the green T9 keypad might suggest otherwise.

Functionality with Style, Not Features

What’s the rationale behind this phone? “Heineken and Bodega have crafted a device to transport you back to pre-smartphone days,” states Heineken. The goal is simple communication through SMS, steering clear of the usual social media frenzy and constant notifications.

The Plain Phone invites you to enjoy the simple pleasure of playing Quick Snake, rather than engaging in intense online games with less skilled players. It encourages capturing moments with its pixelated camera, emphasizing memories over perfect shots.

Moreover, the Plain Phone withstands drops without the catastrophic outcomes typical of modern smartphones. It includes old-school features like speed dialing, allows personalization with 3D stickers, and offers the tactile satisfaction of ending calls with a flip.

Displayed at Milan Design Week, the Plain Phone is not for sale but will be gifted worldwide to those looking to unplug and enrich their real-life interactions.

The essence of the Plain Phone is to remind us that life extends beyond our screens. Sometimes, stepping back from digital connections enhances our real-world experiences. And what better way to promote this than with a phone that focuses solely on the essentials? That’s the Plain Phone.

We’re not focused on specifications, and neither are the fortunate few who will experience this phone.