This is where the digital meets the physical. In the seething heart of London's West End, this installation by Outernet provides respite and peace.
Combining immersive digital video over immense LED screens with gentle ambient soundtrack, it allows you to lose yourself in another world. It's a gateway, a transition zone, between the city and a new precinct for music, gaming and entertainment.
Outernet is "where communities come together to enjoy culture in breathtaking new ways. It brings together the best content and latest immersive technology to create new experiences for music, arts, culture and creators."
This is using digital technology to create and give life to a physical space. It's important to remember that, as always, content is everything. It's the content that creates the experience, not the technology.
Could this be one of the future directions of retail design?
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