Analog Sound Ambassador
The analog experts from Supersense
Thinking outside the box is as simple as rejecting the digital world — just ask the analog experts from Supersense. Founded in Vienna by Florian Kaps, Nina Ugrinovich, and Andreas Eduard Hoeller, Supersense produces, sells, and curates products such as instant film and vinyl, reclaiming the sphere of physical sensation. Florian’s love of analog is evidenced in his love for music, particularly vinyl records. For COMPANION’s Swiss issue, he reveals more about his analog passion and created an all-Swiss playlist.
It all started with the world’s last Polaroid factory in Enschede, Netherlands. Just days before its planned closure in 2008, Florian Kaps stepped in to rescue the space, helping rebuild the business — a key moment for his passion for all things analog. “It is crucial that people, especially young people who grow up in a digital world, have a chance to comprehend and experience analog technologies, to put the digital back in its place,” Florian says. Later on, in 2014, he founded Supersense together with Nina Ugrinovich and Andreas Eduard Hoeller. Based in Vienna, the analog experts with their own shop also act as consultants to other companies.
However, Polaroid — the instant but lasting opponent of its volatile digital twin, Instagram — is not the only medium Florian finds fascinating. For him, the vinyl record is an exemplary non-digital product, one he describes as a “magical object which allows the listener to feel closer to the artist.” Having spent much of his youth in record shops, he recently started a collection of his own. As Florian explains, it is no coincidence that vinyl is now making a comeback. In an age where almost everything is online, people yearn for tangible experiences: the cover art, the smell of the sleeve, the crackle and hiss. In short, the experience and not just the sound.
Essentially, vinyl reinforces the fact that an album has a beginning and an end, a liberating idea in a time when lengthy music playlists can so easily be streamed. In its original form, an album is presented as a series of songs carefully selected and curated by the musician: a piece of art only in its entirety. Not to forget the ability of vinyl to add a new, unique quality to its melodies as a result of scratches or nicks in the record.
Supersense is no stranger to the haptic immediacy of vinyl. Since June 2014, they have been producing master records in their Living Room Recording Studio using direct-to-disc technology, making them one of only three companies worldwide offering this service. Each album is produced and recorded in real time and only once, an enticing challenge for musicians recording in the space.
Florian’s latest project is bringing Supersense to 25hours Hotel Langstrasse Zurich. As the analog advisor to the hotel, he wants to re-introduce guests to ways of engaging with the world without a digital filter. “We want to do more than just create magic moments. We want to capture them, and we want the people to have something to take home with them.” There are rumours of typewriters and Polaroid booths, of vinyl vending machines and analog souvenirs finding their way into the hotel.
In keeping with this, Florian created an all-Swiss playlist. Included are bands like the electronic duo Yello and songs like Reverend Beat-Man’s “I See the Light” — a blues trash track from the first direct-to-disc record produced by Supersense in Vienna. “We are trying to create an all-encompassing analog experience,” Florian explains, “at the end of the day, people are and always will be analog beings.”
Listen to Florian’s playlist for Switzerland: