http://www.flickr.com/apps/video/stewart.swf?v=63881
A year or two ago when I started experimenting with creating applications that provide interactivity outside of a browser, in the environment, I thought it would take years before environmental experiences went to market. I thought there would be no demand by agencies for several years, no clients forward thinking enough to request interactive installations and certainly no companies focusing in on delivering these experiences. I was mistaken.
I’ve been surprised by the amount of buzz generated around interactive installations in the advertising industry. I’ve had thousands of visits to my blog from agencies, developers and the like with keywords such as Flash and Installations, Flash and Motion Detection and Interactive Installation. I guess I shouldn’t be shocked that an industry that is always hot for the latest ‘thing’ would push the medium forward. I’ve been pleasantly surprised to see several companies honing in on the niche that has presented itself in Interactive Installation. The fact these companies are specializing in it is a testament to the rising demand. There have also been several agencies that are developing their own internal lab to function as R&D into these areas. I commend these agencies for their forward thinking. Unfortunately, most of these agencies still haven’t figured out how to do traditional interactive profitably and or properly. That’s right, I said it. “Traditional Interactive”. Perhaps in these agencies this new medium will be able to skip over the old agency model of traditional “creatives” holding on to the last bastion of control over an interactive project, but I doubt it. Just as in traditional interactive I see Barbarianesque shops excelling in the Installation arena. We all see clients sidestepping traditional agencies in favor of new media agencies in both project work and AOR. I see no reason that trend would not continue in Reactive Media. After all the best interactive work results when the people designing the piece are also building the piece, concepting the piece, doing analytics on the piece and owning the piece.
All that said, I’ve just finished and launched the Interactive Installation located at 6th and Alder in Portland, Or. This is the second public installation I’ve done. I was shocked to see the amount of attention it has received, and is again a testament to how powerful this medium can be. Yes it helped that the client was/is downtown Portland. It got me on the news several times. But still… the excitement is there over the technology and the potential uses of moving experiences into the environment we all live in. I look forward to doing more.
If you’ll notice I’ve called this ‘thing’ several ‘things’ already. I’ve heard many terms bandied about. Some of these terms include Interactive Installation, Environmental Interactive, Reactive Installation, Interactive Projection, Enviro Interactive and Experiential Installation. To me none of these fully encompass what the medium and industry will be creating in the coming years. While most of my experiments have involved motion detection, there are many other avenues in this ‘thing’ to pursue. Auditory data aggregation, touch screen, sensors, robotics, industrial design melding with technology and interactive design just to name a few. I like the term Enviro Interactive. I think it gets close to encompassing the vast array of potential applications without confusing people with the word spelled out in full, ‘environmental’. On more than one occasion I’ve explained what I’m doing as Environmental Interactive only to get some vague response how nice it is that I’m being green.
So, what would you call it? Are you currently working in the medium? If so, in what capacity?
ps. In the news clip above notice that they captioned me as the ‘cyber snow artist’. From this point forward please address me as such. Anything less would be an insult of epic proportions.
