Right now, one thing immersive technology tends to do pretty well is make headlines. It’s new, different, unusual – a shiny plaything for marketing departments, artists and tech geeks to mess about with, creating content and experiences designed to make editors see clickbait and readers obligingly click. But where’s the depth?
The last couple of days alone have seen the iconic Marina Abramović’s MR-enhanced The Life exhibition at the Serpentine Galleries dismissed by at least one prominent art critic as “a pointless perversion that hurts your eyes” in a one-star review, and, separately, Magic Leap offer an AR experience for a very small portion of the crowd at a London Fashion Week show. The ten lucky (?) punters got to experience – well, what really? A bit of distracting CGI fluff hovering above the catwalk? None of this is to denigrate the technical excellence of either Tin Drum or REWIND, respectively, but to ask the key question: why?
Pioneers, in technology and elsewhere, are duty-bound to applaud innovative exploration of any kind. But we have to ask at what point the experiment is ready to emerge from the lab – at the moment much of this just feels too early, and risks fixing in people’s minds a perception of immersive technology as nothing more than peripheral gimmickry. The reason is because too many immersive experiences fail to answer the ‘why?’ question with much more than ‘because we can’.
As with all work in the commercially-driven creative industries, immersive tech must, to borrow Simon Sinek’s oft-repeated mantra, start with why. Why are we doing this? Why does the world need it? Why us? Why here? Why now? Why in this way, rather than any other? Only with those questions clearly and satisfactorily answered can you create an immersive experience that goes deeper than an eye-catching headline.
Get your strategy right, and the rest will follow – headlines and all.