We’re not yet halfway through the decade, and technology is edging us closer & closer to experiences we’d scarcely have thought realistic back in 2010. On the horizon is a new sort of hedonism, offering deeper, richer experiences of the things around us than ever before.
We recently featured M&C Saatchi Sport & Entertainment’s breakthrough work with 02 and England Rugby, which used the Oculus Rift to deliver a full virtual reality immersion into the team setup.
And last week, ‘alert shirt’, a wearable tech innovation, was announced by Australian TV broadcaster Fox Footy. Like Oculus, alert shirt has been labelled a “game-changing technology”. It is designed to ‘physically connect’ the wearer to players on the pitch, with tiny ‘haptic feedback motors’ woven into the shirt relaying the shock of big tackles, reproducing feelings of fatigue and even simulating the nerves associated with high pressure moments. [Watch].
Although it’s early days, when technology like this is combined with the likes of Oculus, the future for virtual reality is compelling. It paves the way for overlaying experiential enhancements onto almost anything, be it in gaming, cinema, sport, travel – etc.
And in a world that is increasingly interested in understanding how and what others are feeling, these technologies present a great opportunity for brands keen to capitalise on and showcase what they mean to people. Sites like [this] provide just a glimmer of what is to come.
By the end of the decade, we’ll probably wonder why we ignored our full range of senses for so long. For the time being, we can marvel at what we have to look forward to.