Identified by LS:N Global in 2014, the Awakening Tech macrotrend
explored how consumers are negotiating their identities in a digital world and
how our continually evolving relationship with technology is becoming integral
to our sense of self.
Feel The Reel sensory wristband by Studio XO uses bio-feedback to capture the wearer’s emotions
advances, it is giving us the chance to learn more about what it means to be
human. It is making it easier to understand, simplify and use the streams of data
flowing from our digitally connected world.
The flowering of
sensor technology, combined with tumbling data storage and processing costs, is
giving rise to a digital world that is rich and complex. From house plants that
tweet when they need water to a cup that knows what you’re drinking, the widely
hailed Internet of Things promises much for the future. For millions of
consumers around the world, living a day without digital technology is almost
unthinkable. At the same time, people are questioning the effects of a
constantly-on society, as we explored in our 2012 macrotrend The New Sublimity.
As the Self-Quant concept becomes mainstream, consumers are struggling to make sense
of the information they collect. The result is a rise in the number of devices
that not only analyse, but also harness, an individual’s data to encourage
wellbeing and productivity. Consumers are on a quest to learn more about
themselves. As a result, wearable technology is expanding beyond
calorie-counting to monitoring human emotion. Technology is no longer just the
problem. It is becoming part of the solution.
Diesel #POSTroma by Andreas Nicolas Fischer and Postmatter magazine, Rome
Diesel has enlisted the help of German
artist Andreas Nicolas Fischer to create a ‘living’ artwork in its flagship
store that responds to Twitter posts. The installation, set in an enclosed
atrium, serves as a gateway to the store, displaying an abstract digital
organism, designed by Fischer and controlled by an algorithm sensitive to posts
on social media.
As consumers increasingly expect to be entertained and enchanted by retail
environments, architects are introducing responsive elements that draw inspiration from living organisms.
The Zwipe MasterCard, due to be launched in 2015,
is the first of its kind to combine the security of biometric authentication
with the speed and convenience of contactless payment.
Development: The implementation of fingerprint technology
into traditional card-based payment is necessary for companies such as
MasterCard to keep up with the digitisation of payment and the added security
that biometrics can provide.
Part of HP’s Blended Reality, a line of products designed to
provide a tactile digital experience, Sprout does not feature a conventional
mouse or keyboard. Instead it comes with a touchscreen, overhead projector, 3D
scanner and touch mat that encourages users to interact with images projected
from the in-built, overhead projector onto the touch mat.
Key Development: To enhance the user experience through seamless
haptic interaction, technology brands are introducing gesture-controlled
interfaces for computers and connected devices.
Entitled Collider, the work uses the Leap Motion, a device that attaches to the Oculus Rift, allowing interaction
with the virtual world. By grabbing and pulling at the air in front of
them, users can control the speed and intensity of the experience.
Key Development: Virtual technology opens up incredible opportunities for brands
to create memorable immersive experiences and increase levels of interaction
with their content.
Run An Empire encourages
players to claim local territory by running, jogging or
walking around the area. Working with the phone’s in-built GPS,
the game works by mapping the route of your run. All players use the same map,
which means nearby users can compete to capture the most vulnerable
Key Development: The app taps into people’s innate
competitiveness, combining the strategy of online games with the ability to affect
the outcome with physical activity.
Garage magazine created an augmented reality
experience for its spring/summer 2015 Garage No 8 issue, which set a new
benchmark in immersive multimedia. Working alongside
visual effects designers The Mill,
February’s edition features five of the world’s most famous
models brought to life through Garage’s smartphone app.
to prove the doubters who foresee the end of traditional print media wrong,
Garage magazine is injecting new life
into the medium.
The multi-million pound experiment Bristol is
Open will fit the city with the latest sensors and
connectivity technology to create a high-tech test bed for innovation. 1,500 lamp posts will
be used to create a ‘canopy of connectivity’, collecting data from the city’s population of about 450,000 and helping to create new efficient services and technologies.
Key Development: The Internet of Things
is opening up the city’s infrastructure as an interactive interface and brands
need to consider how they can be part of this conversation.
Leading with the words ‘I Can’, customers state
their achievements as a Sony-enhanced being – ‘I can stay awake for days’
refers to the phone’s extended battery life, while ‘I can survive under water’
communicates the phone’s waterproof feature.
campaign turns negative emotions around dependence on mobile devices into a
positive quality, allowing individuals
to discover the extraordinary in the everyday.
Using Kinect technology and a treadmill fitted with customised sensors, the installation captures a runner’s profile and converts it into a dynamic visual that corresponds to their movements. Accompanied by Studiokamp’s soundtrack of rushing wind and crashing waves, the hypnotic effect is reminiscent of our Zoned-out Spaces microtrend, where digital technologies are used to create psychedelic experiences.
Key Development: Digital technology enables designers to create optimised workout experiences.
Named after the inventor of the first programmable loom, Project Jacquard makes it possible to weave touch and gesture interactivity into any textile, using standard industrial looms. Although in its infancy, Google and Levi’s envisage a future where clothes and furniture can be transformed into interactive surfaces.
Key Development: Conductive yarn will enable wearers to use their clothes as a touchscreen interface, compatible with their mobile devices.
The optional feature helps people learn about and connect with the places they visit and presents an opportunity for bricks-and-mortar stores to connect with consumers in-store via mobile. Place Tips beacons deliver site-specific content on Facebook, such as posts from a business’ Facebook page, upcoming events, friends’ recommendations and check-ins, which goes straight to the top of the News Feed.
Key Development: While beacon technology has failed to live up to industry hype since it first hit the headlines back in 2013, Place Tips might prove successful by offering a tailored and seamless experience.
Fictional Bahio Coffee advertisement created by M&C Saatchi, London
By applying the principles of evolution using a genetic algorithm, the poster is able to self-assess and perform executions based on the strength of its features or ‘genes’, such as copy, layout, font, colour and image. Using facial-recognition software, the poster measures the strength of each execution and acts accordingly, either abandoning less desirable traits, or enabling them to survive and ‘reproduce’ with other successful iterations.
Key Development: Emotional analytics is beginning to transform the advertising industry as agencies fight to create attention-grabbing work.
Visitors to the installation enter the space and receive a digital guide via a simple piece of cardboard called the SeedBoard. A system projects ultra-red light onto the surfaces, which feature reflective foil markers that recognise when people tap and swipe through content.
Key Development: While most of us are now used to swiping and tapping when we interact with technology, NO_THING does away with these physical restraints.
The park features five artworks that are GPS-located and can be experienced through phones and tablets. Installations include poetry journeys, a lucid dreaming experience, an animated social history told from the perspective of trees and a mindfulness-based story that draws attention to physical and emotional responses to natural elements.
Key Development: Cultural innovators and brands are employing geo-location technology to bring local environments to life and engage people in their surroundings in new ways.
Using machine learning, Mitsubishi’s technology can detect anomalous driving behaviour by analysing vehicle and driver data, including steering, heart rate and facial orientation. When the system detects deviation from predictive driving actions, it warns the driver and recommends an action to improve concentration.
Key Development: The technology marks a pivotal stage in the automation of cars, as a vehicle equipped with such technology will constantly learn from a driver’s behaviour .
Using intelligent robotic technology, Adidas will manufacture its shoes faster and in a more eco-friendly way. The process will require fewer adhesives and reduce shipping emissions. The aim of Speedfactory is to complement traditional mass manufacturing, which the brand has outsourced to China in recent years, with local German manufacturing to enable quick delivery of products to consumers.
Key Development: New manufacturing processes will enable Adidas to open up its brand and involve customers in the creative process.
Film Still of JB1.0: Jamming Bodies Laboratory, 2015 by Lucy McRae, Skylar Tibbits with MIT's Self-Assembly Lab and M. Brandon Finney, commissioned by Storefront for Art and Architecture, New York
The exhibition featured an enclosed space surrounded by breathing membranes that inflated to become soft and mouldable. Morphing around the body and applying different degrees of pressure, the installation imagined a future in which static, rigid environments are replaced with self-configuring spaces that serve different functions.
Key Development: The rise of soft robotics and self-assembly technologies hints at a future in which dynamic physical environments will increasingly feature.
Halo Sport headphones increase the brain’s ability to learn new skills. It does this through neuropriming – using pulses of energy that increase the excitability of motor neurons, thereby helping the neurons to connect more readily than normal. It also helps an athlete to get more out of their muscles, because improved signalling to muscles enables them to work harder.
Key Development: Forms of neurotraining used by the military are being made more accessible to the public.
Expedia : Empathy : St Jude Children's Research Hospital
Expedia worked with St Jude Children’s Research Hospital to offer three young cancer sufferers an immersive travel adventure. The children were paired with Expedia employees who journeyed to Argentina, Miami and Mexico, and live streamed their travels using 360-degree cameras, which the children viewed in real time in a special six-sided room. Due to the broadcast’s live nature, the children could ask the employees questions and direct their actions.
Key Development: Brands are using virtual reality to create empathetic experience that enable consumers to see the world through someone else’s eyes.
The logo, which forms part of Oi’s refreshed identity, responds to the volume and pitch of customers’ voices when they visit the brand online and in stores. Volume affects the size, while pitch varies the shape and colour. Customers can also save their own unique version based on their own voice, a nice touch for a brand that specialises in communication.
Key Development: Designers are using technology to create responsive typography and branding that resonates with people on a personal level.
Matsuda’s conceptual film uses post-production techniques to imagine a world in which media is all around us and our interaction with the physical world is covered by a layer of augmented reality. The film also raises questions about how wealth will influence our access to different levels of technology and create barriers between different social classes through alternative realities.
Key Development: Virtual and augmented reality technologies are growing at a phenomenal rate and will introduce new opportunities as well as dangers.
Lucy, Data Portraits by Margot Bowman and Raised by Wolves, UK
Data Portraits raises questions about the way that humans are perceived by algorithms that are designed to determine who we are and what our interests might be. The project was commissioned by Mini as part of its centenary celebrations, in which it examines how the demand for personalisation will be affected by the sharing economy.
Key Development: The world’s Mega-systems are combining big data with a human touch to create products and services that offer a mix of personalisation and inspiration.
Automotive care brand Midas submitted 20 of its mechanics to a high-tech lie detector test using a high-speed precision camera to track the involuntary eye movements that result when a person is lying. The Midas mechanics tested had an average reliability score of 88.3%. The results formed the backbone of Midas’s subsequent The Eyes Don’t Lie campaign.
Key Development: Advances in technology are providing powerful new tools that brands can use to reassure consumers that they are trustworthy.
Campfire harnesses voice recognition technology and the Internet of Things to promote the parent-child relationship through traditional bedtime. Usable with any book, the app synchronises with wifi-enabled lighting and Bluetooth speakers to respond to the parent’s tone of voice and adapt the visual ambience and background sounds accordingly.
Key Development: Generation I kids are increasingly technology-savvy, but brands must consider what cost this has for personal interaction and respond appropriately.
Recognition by Fabrica, Microsoft and JoliBrain, London
Recognition proposes new perspectives on understanding art, positioning artificial intelligence (AI) as a benevolent and useful technology. The installation uses a complex algorithm to compare and match images based on object recognition, facial recognition, composition and context. Pairing current affairs images with classical art, the system offers a list of aesthetic and contextual similarities that make it a match.
Key Development: Technology is increasingly mimicking the world of human emotions and reflecting who we are as a society.
The Smell of Data by Leanne Wijnsma and Froukje Tan, The Netherlands
The scent diffuser emits a metallic scent whenever a user connects to an unprotected wifi network or a nefarious website. The project plays on existing learned behaviour already embedded in many consumers’ psyches. ‘Compare the smell of data with the smell of gas,’ explains designer Leanne Wijnsma. ‘We were taught to find this smell dangerous – and we know exactly how to act when we smell it.’
Key Development: Designers are exploring how technology can be more intuitively integrated into our lives by appealing to our deep-seated responses to stimuli.