SXSW Interactive 2016: A Kodak moment

15 : 03 : 2016 Kodak : Photography : SXSW 2016

Austin – Kodak’s Moments have been rethought to fit in the age of social media.

  • Kodak pioneered the idea of a casual snapshot in the 20th century
  • Now the brand aims to reclaim the idea of what a moment means
The Memory Observatory by Kodak at SXSW 2016, Austin The Memory Observatory by Kodak at SXSW 2016, Austin
The Memory Observatory by Kodak at SXSW 2016, Austin The Memory Observatory by Kodak at SXSW 2016, Austin
Kodak Moments app at SXSW 2016, Austin Kodak Moments app at SXSW 2016, Austin

To celebrate the launch of its new social media app, Moments, Kodak created a sensory experience by artist Marcos Lutyens during the SXSW Interactive festival. 

After selecting a picture to share, users were invited into the Reflection Room, a teepee-shaped structure designed by Marcos Lutyens, where they spoke to a guide about their memory behind the photo. They were then led into the Memory Observatory, where their discussed memory was displayed on mirrored walls, while selected smells and sounds were emitted to enhance the complex feelings associated with it.

Kodak doesn’t regard the Moments app as a replacement for Instagram but as a way to be more thoughtful about sharing photos. ‘A lot of moments on digital platforms don’t tell a story, and while a photo is still important it is surrounded by ads, latte art, political memes – it is getting very noisy,’ David Newhoff, vice-president of mobile at Kodak Alaris, Kodak’s personalised and document imaging business, tells LS:N Global. ‘People are increasingly frustrated with clutter, so we wanted to create a new platform where the copy and the story are treated equally. It’s not about a quick tap-to-share post. We aren’t trying to take away from that, but it is about more considered storytelling.’

The Big Picture

The Kodak Memory Observatory and its new app embrace a slower approach to social media, something LS:N Global predicted would happen in our 2012 macrotrend The New Sublimity

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