The Aperol Big Spritz Social pop-up took place at the Electric Light Station and showcased an array of interactive attractions such as a Vespa carousel, slides and ball pits, an orange canal and the world’s biggest ever Aperol Spritz Bar with various DJs performing throughout the day. TeamLab say that although photographs and videos are part of the experience, they don’t want people to visit simply for the Instagram potential, as you should experience the art in other ways rather than just behind a screen.Īperol launched a summer installation in London’s hub of creativity and technology – Shoreditch. While Meow Wolf discouraged visitors from taking photos and videos and Sony encouraged it, Borderless seems to settle on a happy medium. What’s more, visitors can go multiple times and not see the same thing twice as the art is constantly in motion, moving freely. One can observe, explore and become part of the art with the installation spanning 10,000 sq m, using 520 computers and 470 projectors to create an experience that apparently stimulates all five senses.
There could not be a better name, as the museum is filled with colourful, interactive digital light projections that give the effect of endless spaces. The brains behind this epic installation were teamLab – an interdisciplinary group of both artists and scientists who cleverly named the project Borderless. The Mori Building Digital Art Museum in Tokyo, Japan is truly awe-inspiring. The brand is therefore saving money by not using paid ad campaigns while also generating high levels of brand recognition throughout the world. It’s inevitable that customers will plaster their experience across every social media platform. By setting up an installation in an area with high footfall and creating a hashtag for the event, brands can cut costs as well as creating a loyal fanbase.
In the age of social media, this can arguably benefit a brand more. However, brands in other sectors have recognised this trend, responding to the emerging experience economy by explicitly designing and promoting personal experiences their customers can engage with and become fully immersed in. A point that our designer, Noe Baba, made in her blog about the state of the high street “customers are left wanting more from a shopping experience.” The high street has witnessed this change first hand and has suffered for it, with more shoppers preferring to buy online to save time and money. In modern society, brands have to do much more to engage an audience that ‘have seen everything before.’ The days of brands simply advertising something on a mundane billboard or poster has ended.
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