If you want to know the time there are two options – analogue or digital. Sundials look sweet but aren’t that practical, and trying to chart the sun’s axis makes for fried eyeballs.
In 1997 however, another mode of clocking time appeared. It all happened when designer Matthew Waldman was staring at a clock in a London hotel. There he stood, thinking ‘man, there are so few options for time display, I gotta create myself a new clock’. So Matt grabbed a napkin (the saviour of many a fleeting thought) and sketched out Nooka.**Nooka isn’t about numbers, it’s about intuition. As time passes, the visual mass on the left hand side increases, "giving weight to an ephemeral and abstract concept" (thank you Mr Waldman).
To be honest, we didn’t realise that Nooka’s time chart was that different at first, it was colour and design of the things that grabbed us. Analogue be gone! We’re running on Nooka time now.
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