The machine in the San Jose airport will forever spark rich feelings of joy.
When I was a child, I watched for hours as the balls rolled, spun, twisted, and jumped, pinging the bells and conking on the wooden blocks. Seven balls – nine in the box, but always with two of them fallen to the bottom, having missed the jump or, more likely, the bounce-pass. For hours and hours, I would watch these balls. And never would I see a ball miss.
I remember the rhythm; the conk-CAH-cohnk of the green one that spins.
A while ago I considered the idea of buying up old dormant brands, then relaunching them for a new generation. But here’s the kicker: focus on the same people, not the same product. Instead of Hush Puppies shoes for a new generation of young folk, it’s Hush Puppies slippers for older people. The name was always the pitch: barking dogs meant aching feet, and the 1958 shoes promised to hush them. The slippers keep that promise at 75. It’s not Lunchables for a new generation of school kids; it’s Lunchables for yuppies.
We’re wrong when we say that old habits die hard. In reality, they don’t die. They simply go dormant, waiting for the trigger to reignite those same neurons.
But the same sound, the same rhythm, the same habits of mind: the same rolling ball machine still scratches that same itch.
The airport has moved the machine to a new location. They’ve rotated it so I now watch from the other side. Still, the sounds and the rhythm are the same. It’s nice, it’s comfortable, like an old warm coat passed down from a parent that still smells like them even after it’s washed. I found it in an old box in the back of a closet. How nice it is to feel the spark return to my eyes.
Julian Wise 