The Memory Observatory
A multi-sensory physical experience, only at SXSW
Every moment, no matter how mundane, finds a reason to be captured and shared in the Digital Age.
That’s the reality of the growing footprint of our digital lives: gigs and gigs of images fragmented across the disparate, binary bins of iCloud, Google Drive, Facebook, Instagram, Snapchat, Dropbox, SD cards and aging hard drives.
So-called important moments captured, and then: promptly forgotten.
And that’s the backdrop against which we’re launching The Memory Observatory installation at SXSW this week. It’s an exhibit that explores the role of memory, and the place for important moments, in the digital age.
The idea germinated at Junior back in December with a question from our client, David Newhoff, VP of Mobile for Kodak Alaris — I’m paraphrasing — but it went something like this:
What does it mean to recall truly important and meaningful moments in a world where we are overwhelmed with digital facsimiles of memories, all fighting for our attention — or worse: lost to inattention?
At it’s core, it’s a problem that their product, the KODAK MOMENTS App, is trying to solve (Kodak Alaris partnered with Junior to design and prototype the new version of the app as well).
But for the launch at SXSW interactive, we wanted to literally bring the product mission to life.
Rinee Shah, Junior design lead, approached the issue with another question:
“What would it feel like to actually step inside a memory?”
And that set us down our path: could we create the kind of personal and communal experience that allowed people to re-live special moments in a way that had never been done before? To combine memory and the senses — sight, sound, even smell — to transport people back to a moment in time differentiated from the noise of latte art and selfies?
Early tests of what was termed the “Reflection Room” yielded such emotional results that we began referring to it internally as the “cry cube prototype.” Not because it made people sad per se, but because (I think) people were utterly unprepared to relive a memory with such complete sensory re-connection.
Under the direction of artist Marcos Lutyen’s Experiential Guides, these tests showed that participants’ photos, stories and memories could be encoded with sensory associations — translated into near real-time renderings of sight, sound and color — that on playback could trigger emotional contexts not found when simply viewing a photograph. These are the emotions experienced when your brain “relives” an important memory.
In short: it’s a way to step back inside a memory.
Fast forward: three months after those initial ‘cry cube’ tests and prototypes, the Junior team is ready to board a plane — SFO to Austin — to open The Memory Observatory in a very big way: Ballroom B in the SXSW Convention Center (next to the Vimeo Theater, great company!).
We’ll be polishing the code on the apps, working with our awesome and creative partners at Special Guest and sensorial artist Marcus Lutyens to bring this magnificent and meaningful exploration of memory to life. And it’s absolutely thrilling.
So — if you’re going to be at SXSW this year, please stop by Ballroom B and say hello. I’d normally say I’m the guy in jeans and a T-shirt with the big beard, but this is SXSW interactive so that could honestly describe anyone.
Anyway — here’s the teaser trailer for your enjoyment. I’ll be posting pics of the build as the week progresses on Twitter.
