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
Cannes Lions 2025: Mustafa Suleyman on AI ‘garbage’ and why trust will set brands apart

News

Cannes Lions 2025: Mustafa Suleyman on AI ‘garbage’ and why trust will set brands apart

On day two of the festival, Serena Williams was announced as Reckitt’s first entrepreneur-in-residence.
Global Events : Technology : Pop Culture & Media
eBay and Small Business Britain back UK’s side-hustle economy

News

eBay and Small Business Britain back UK’s side-hustle economy

As side hustling cements itself as the UK’s dominant route into entrepreneurship, Small Business Britain and eBay have launched a free six-week onl...
EBay : Small Business Britain : Side Hustle Economy
Stat: Global worries increase as crime rises, but Canadian optimism at three-year high

News

Stat: Global worries increase as crime rises, but Canadian optimism at three-year high

The latest Ipsos What Worries the World survey, spanning 30 countries, reveals a shifting global mood, but Canadians are showing signs of renewed o...
Canada : Selling Happiness : Stat
Cannes Lions 2025: Unshittifying the customer experience and the future of Duolingo

News

Cannes Lions 2025: Unshittifying the customer experience and the future of Duolingo

The 72nd edition of Cannes Lions marks a return to the French Riviera with a programme featuring major names in marketing and branding. LS:N Global...
Pop Culture & Media : Global Events : Cannes Lion 2025
Gen Z reverse the gender pay gap

News

Gen Z reverse the gender pay gap

A subtle but significant shift is emerging among young men and women in the UK.
Gen Z : Gender : Gender Pay Gap
Stat: US gamers turn to esports to boost athletic performance

News

Stat: US gamers turn to esports to boost athletic performance

New findings from the Entertainment Software Association (ESA) reveal that 205.1m Americans aged 5–90 are regular gamers, with 60% of US adults eng...
Gaming : Stat : Statistic
Brazil pilots world-first data wallet to let citizens profit from digital footprint

News

Brazil pilots world-first data wallet to let citizens profit from digital footprint

Brazil is launching a groundbreaking pilot that could transform personal data into a national asset. The dWallet initiative means that citizens can...
Technology : Data : FinTech
Stat: Gen Z is prioritising climate-conscious careers

News

Stat: Gen Z is prioritising climate-conscious careers

A new survey by Capgemini and UNICEF reveals the extent to which climate concerns are shaping young people’s career ambitions.
Nature : Work : Sustainability
Viva Technology 2025: AI client relationships, algorithmic dating futures and the new creator economy

News

Viva Technology 2025: AI client relationships, algorithmic dating futures and the new creator economy

On day three of Viva Technology in Paris, brand leaders gathered at the CMO Summit to explore how human insight and intelligent technology are resh...
Technology : Global Events : Viva Tech 2025
Viva Technology 2025: Personalised agency, circular retail and regulatory momentum

News

Viva Technology 2025: Personalised agency, circular retail and regulatory momentum

On day two of Viva Technology in Paris, the spotlight turned to the potential of personalised health data and the policies driving circular innovat...
Technology : Global Events : Viva Tech 2025
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