During the lockdown, we witnessed many attempts at remote experiences; however, none could quite match the depth of engagement of live, unscripted, two-way interaction. We are now seeing a glimpse into a future where physical distance is no longer a barrier to immersion and where reaching audiences at scale doesn’t take away from the live 1:1 experience.
On the flip-side, however, this approach is not without risk. The lockdown also put into sharp focus the importance of unmediated access to public spaces such as parks. One of the biggest criticisms of augmented reality is that it has the potential to corrode the sense of a public sphere. As tensions regarding common access, private space and right to roam intensify, we need to be mindful of the possible unintended consequences.
New Normals is a content series focused on the rapid evolution of the experience economy in response to the global pandemic. TRO, the brand experience agency, in collaboration with the global network of Omnicom Experiential Group, will share weekly stories and insights from around the world.