Objects of desire: Noog merges the real and virtual

Berlin/Kassel – German collective Nnfenren has designed the Noog website, which lets users create a virtual collection of objects that blurs the boundaries between the real and digital worlds.

Collectors select objects to buy from a gallery of icons using credits generated through online interaction. A selected icon becomes a graphic, or Noog Marker, that can be printed or displayed on a phone. When collectors present the Noog Marker to a live camera on their computer, a virtual object is represented in real life on screen.

‘It’s an homage to virtuality and every digital thing,’ says Noog co-creator Kim Asendorf. ‘People place value on emotions, and there are many emotions in digital media.’

The graphics on Noog are an example of our Netstalgia macrotrend, but the site also reflects the increasing emotional value consumers are willing to invest in digital objects.

By entering the gift code lsnglobal 250 Noog users can earn 128 credits.