wejetset

Herewith a shining example of all that is right with the 2 minute critique, I giveth thee wejetset another start-up in the already crowded travelosphere, bastardizing language by lumping three words together.

I discovered wejetset via a vertical banner add on Gigaom, I marvelled at it’s design simplicity, ‘christ, at least they’re putting the effort in, I’ll go click on that…’ hey presto I’m transported to a page showing a Mercedes badge, not a great start, apparently I could win one. I head straight to the ‘About’ section:

‘WEJETSET is the store and voice of modern travel culture. With its keen sense of design, comfort and utility, WEJETSET brings together the products and information that every smart traveler needs. WEJETSET is committed to carrying the highest quality products, while its print and online publications keep travelers inspired and informed. As a brand, WEJETSET is the definitive resource and cultural reference for individuals on the move.’

Baffled, totally baffled, is it a talking attache case?

‘WEJETSET sells travel products via its online and physical stores. The inventory consists of design forward, functional items that represent a spectrum of premium goods ideal for the smart traveler. These products include travel solutions, carry-on bags, backpacks, luggage, packing aids, apparel and other items to enhance the travel experience.’

I’ve no idea what a ’spectrum of premium goods’ is but it sounds colourful.

‘WEJETSET is the cultural reference for modern travel. Its online and print publications inspire readers through informative accounts of smart travel. Serving as the definitive resource for design forward products and travel wisdom, WEJETSET’s sophisticated sensibilities keep the reader entertained and prepared to experience the world around them. Whether traveling across the ocean or commuting to work – WEJETSET provides innovative and timeless solutions for modern travel.’

I’ve been well and truly ko’d with the stupid stick now, something about wise luggage labels… um…

They are also searching for correspondents, with the proviso that you must be a ’seasoned traveller’ - given the whole Mercedes competition thing I suspect they don’t mean backpackers, gap year gangbangers or me. I think they mean people who have their business travel paid for, exactly the kind of person who has little interest in sharing their thoughts on the best falafal in Casablanca to the group.

‘The store and voice of modern travel culture is coming in September’ and I for one am looking forward to reading about azure blue travel adaptors.

Time to read all content = 2 minutes

Time to critique = 2 minutes

Verdict = nicely designed bafflement with extra points for actually persuading us to click on a banner ad. Good work.

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