Do you still remember a social media developed by Google known as the Google+? For those of you who have used it before should know that Google+ helps connect your profile with others’ through your Gmail account. Google+ users may publish their own Blogger articles on their profile page, or share any news feeds, photographs, and video links whenever they like. If they are in no interest of sharing a link, they may also set up their own online discussion forum on Google+ and later even bring it into real-life cafes!
Sounds like Facebook, right? Yet, due to the changes in user interface as well as its shift of focus in future development, Google has officially discontinued this 10-year long service in April this year. Allegedly, Google will be offering Google+ a new look by directing it to business users instead of personal users. So, what then does Google aim to provide to the common public who love using social media?
The answer revealed: Google Shoelace may be the brand-new option for social media users! In alignment with MACHIEN’s philosophy, Google Shoelace is a newly developed social networking app by a group of Area 120 developers at Google. Once knowing the social beliefs of MACHIEN Shoelaces, it should be rather easy to tell the reason for Google to name this app as “Shoelace”. The primary goal of this networking application is to help form the ties between two or more individuals with similar or same interests (Shoelace, n.d.). Imagine this: when we tie the ends of many pairs of shoelaces, what we get is one loop, then another followed by many other, as if the social “loops” we have in our real life (Shoelace, n.d.). Together, Google seeks to help those moving to new areas find their social connections around the local neighborhoods.
 MACHIEN sees shoelaces as the binding tie between two persons. It offers its consumers the opportunity to pick out two suitable pairs of shoelaces, one for themselves and one for their beloved family, love partner, friends, and colleagues, and write down words of appreciation and love for them in a postcard package designed by the brand’s best designers. Gently sliding in the pair of shoelaces, as if placing their own heart of trust and care inside the loveful and ‘love-full’ shoelace letter package, the individual then sends his/her genuine affections to the receiver, relying on the shoelaces to bind them closer together.
After Google released the beta version of Google Shoelace, it currently only invites social media users living in New York city to participate in the trial project. The mobile app supports both the Android and iOS system, so if you are eager to try it out before the official release of this new Google app, you may file an application through the Google Shoelace Application Form. Once the application has been approved, be prepared to start your journey on Google Shoelace Beta. Even though Google is still testing out its Shoelace app, it is hoped that it successfully hits the market in the near future, continue using shoelaces to tie the links between individuals with MACHIEN Inc.