Making the Switch

Making the Switch

London – The Tate Modern has released an interactive video exploring the building’s past and future.

Article/19645 7ce
States of Matter by House of Greenland, London

London – The Tate Modern has released an interactive video exploring the building’s past and future.

  • States of Matter is a dark, challenging short film from Tate Modern that introduces its new building
  • The film features an interactive interface and soundtrack by post-punk legends Sigur Rós

The release marks the opening of Switch House, Tate Modern’s new £260m (€328m, $366m) gallery and events space, designed by architects Herzog & de Meuron, which sits like a pyramid above the existing structure.

States of Matter, the latest project from Tate’s content team in association with Bloomberg, is an interactive video that explores the building’s industrial past, and spiritual and creative future.

Viewers can control the perspective of the film, made with production company House of Greenland, using their keyboard to switch between four narratives: liquid, solid, air and plasma.

‘Lots of people have spoken about the architecture, but it is our remit to be more experimental,’ Tate head of content, Bloomberg and special projects, Susan Doyon tells LS:N Global. ‘With the opening of Switch House, it seemed like the perfect time to create a fictional, abstract view of the building.’

The Big Picture

Tales of heritage are leaving a bad taste in consumers’ mouths. Anti-authenticity Marketing explores how brands can talk about their past without dwelling on it and create new narratives for their audiences to enjoy.

Discover More News
Universal Standard is expanding its size-inclusive Fit Liberty initiative

News

Universal Standard is expanding its size-inclusive Fit Liberty initiative

Universal Standard is enhancing its commitment to inclusive fashion with an upgraded clothing exchange initiative named Fit Liberty.
Fashion : Inclusivity : Society
Introducing a camera translating pictures into AI poetry

News

Introducing a camera translating pictures into AI poetry

The Poetry Camera, a ground-breaking fusion of AI technology and poetry, is redefining the boundaries of creativity and innovation.
AI : Creativity : Design
Jack Daniel’s introduces hard tea to Country Cocktails line-up

News

Jack Daniel’s introduces hard tea to Country Cocktails line-up

Jack Daniel’s has expanded its line of Country Cocktails with the introduction of Jack Daniel’s Country Cocktails Hard Tea.
Food : Drink : Alcohol
Stat: EV charging infrastructure is surging in the US

News

Stat: EV charging infrastructure is surging in the US

Despite a slowdown in electric vehicle (EV) production by car-makers, the landscape of EV charging in the US is rapidly evolving with nearly 600 pu...
Mobility : EV : Sustainability
Industry insights from the Walpole British Luxury Summit 2024

News

Industry insights from the Walpole British Luxury Summit 2024

Held at The Londoner hotel on Monday 29 April, the Walpole British Luxury Summit brought together over 300 luxury professionals for a day of expert...
Luxury : Fashion : Hospitality
Heineken and Bodega unveil The Boring Phone to encourage offline social connections

News

Heineken and Bodega unveil The Boring Phone to encourage offline social connections

In response to smartphones’ growing dominance and impact on real-life interactions, beer specialist Heineken and Bodega, a conceptual retail space ...
Technology : Youth : Design
Beavertown Brewery and CALM launch mental health awareness crisps

News

Beavertown Brewery and CALM launch mental health awareness crisps

British brewery Beavertown has joined forces with the Campaign Against Living Miserably (CALM) to introduce a unique initiative.
Food : Drink : Wellbeing
Stat: The single tax makes women more financially unstable

News

Stat: The single tax makes women more financially unstable

A US survey conducted in April 2024 by Qualtrics on behalf of Intuit Credit Karma sheds light on the financial challenges faced by single women, wi...
Finance : Womenhood : Status
Nothing unveils new earbuds with ChatGPT Integration

News

Nothing unveils new earbuds with ChatGPT Integration

ChatGPT is coming to Nothing’s wireless earbuds with the launch of Nothing Ear and Nothing Ear (a), a pioneering pair of wearable AI devices.
Technology : Pop-culture & Media : Design
Lush debuts cold water soother Epsom salt cube for post-marathon recovery

News

Lush debuts cold water soother Epsom salt cube for post-marathon recovery

Fresh handmade cosmetics company Lush is extending a soothing hand to participants inthe 2024 London Marathon, offering them a much-needed remedy f...
Beauty : Health & Wellness : Society
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more