I Mean Business: the e-cigarette store and how we sell technology

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E-cig store in Les Sables, France

On February 22, Rhizome held This is the ENDD, a one-day forum on the e-cigarette. A version of this article was given by the author as a PowerPoint lecture. Video of the talk can be seen here.

Last fall, I spent a month in Arles, a small town in southern France, which has a population of 50,000. This being France, a large number of the residents smoke, and the town has three cafés-tabacs, where you can buy cigarettes. It also sports two different e-cigarette stores, both on the same street, the main drag in the town. It's clear that the stores are not there to sell the cigarettes, but rather, to showcase them.

I presume both these stores will not exist in five years (that may be a generous estimate). Whether or not e-cigarettes replace real cigarettes, as many e-cig providers claim, the needs that the vape stores answer will change as our relationships with these objects shift. They are designed for a particular moment in the history of the e-cigarette, when it's still a little out of the ordinary, when we're still not totally sure what to do with it, how to normalize it, and whether or not it's actually here to stay. There is an immediacy, a consistency, to our associations with smoking and cigarettes (good and bad, the Humphrey Bogarts and the health threats); trading them in for an electronic object is a mental leap that's hard to ignore. These stores exist to help consumers make the leap.

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