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
Gaggl brings nostalgic tv programmes to Gen Z via content creator streams

News

Gaggl brings nostalgic tv programmes to Gen Z via content creator streams

Launched in April 2024, Gaggl is a new platform that licenses and distributes tv shows to content creators for communal viewing on social media.
Youth : Pop-culture & Media : Society
Technogym exhibition marks 40 years of innovation at Milan Design Week

News

Technogym exhibition marks 40 years of innovation at Milan Design Week

Technogym, the gym equipment and home fitness brand, commemorated four decades of innovation with a showcase exhibition at Milan Design Week 2024.
Milan Design Week 2024 : Technogym : Fitness
Asahi targets 50% sales share for no- and low-alcohol drinks

News

Asahi targets 50% sales share for no- and low-alcohol drinks

Asahi, the Japanese brewer known for brands including Asahi Super Dry, Peroni Nastro Azzurro and Pilsner Urquell, is planning for a continued decli...
Asahi : Beer : Alcohol
Stat: Eating forage fish could reduce deaths and mitigate climate change

News

Stat: Eating forage fish could reduce deaths and mitigate climate change

A recent study using data from more than 130 countries published in BMJ Global Health has found that changing from red meat to forage fish such as...
Sustainability : Food & Drink : Society
Vacheron Constantin unveils new watch concept at Watches and Wonders 2024

News

Vacheron Constantin unveils new watch concept at Watches and Wonders 2024

At Watches and Wonders 2024, Vacheron Constantin revealed a unique collaboration with fashion designer Yiqing Yin.
Luxury : Health & Wellness : Beauty
Four Seasons Hotels experiments with in-suite hologram technology

News

Four Seasons Hotels experiments with in-suite hologram technology

Hologram hotel clerks might sound like a futuristic dream, but this is now a reality at The Beverly Wilshire hotel.
Travel & Hospitality : Luxury : Health & Wellness
StepN and Adidas unveil collaborative move-to-earn generative NFT sneakers

News

StepN and Adidas unveil collaborative move-to-earn generative NFT sneakers

Merging fashion, fitness and digital innovation, StepN, the move-to-earn platform revolutionising wellness engagement, has joined forces with Adida...
Fashion : Sports & Leisure : Technology
Stat: Survey finds that Millennials lead astrology interest

News

Stat: Survey finds that Millennials lead astrology interest

A survey conducted by the Harris Poll sheds light on astrology’s popularity among different generations in the US.
Astrology : Society : Millennials
Content Warning wants gamers to risk their life for content

News

Content Warning wants gamers to risk their life for content

Content Warning, a cooperative horror game, is turning gamers into SpöökTubers adventuring into an eerie underground of the Old World to go viral.
Gaming : Pop-culture & Media : Society
Ikea launches its first gaming furniture collection

News

Ikea launches its first gaming furniture collection

Ikea unveiled its inaugural gaming furniture collection, Brännboll, at Milan Design Week 2024, aimed at the increasingly popular casual gaming market.
Gaming : Home & Family : Design
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