What this video demonstrates is how the digitisation of content/messaging can be applied to traditionally non-digital materials.
Like the use of walls and coffee tables to control a home’s lights at a swoosh of the hand, we are seeing an emergence of ‘non-digital’ digital surfaces. This is significant in that interactive digital screens are becoming challenged by surfaces of all kinds with interactive digital properties. The neat, little frame for involvement that the screen has been is now no-longer the only way to interact. Instead, rather ordinary surfaces are becoming extra-ordinary.
For yonks I’ve talked of the digital revolution not being the digitisation of media, but rather the digitisation of content. Now, with new materials, we have the digitisation of properties.
We’ve been talking of marketing being ‘form neutral’ (meaning apps, services, shops, products, events etc, so that creative thinking can extend beyond just being media neutral or channel neutral). Well with technology like this, ideas may take on literally any form. Exciting stuff.
Other examples of interactive form-bending: An interactive wall in Norway
