The BBC News on July 4 reported that Lithuania and Poland have built a digital window in the form of live broadcast, connecting two cities. The project blends technology and art, in what to all intents and purposes looks like a portal from a sci-fi adventure.

One small step for Vilnius, a giant leap to mankind

By the end of the same week, that the BBC was posting articles about the Portal Project, Richard Branson launched into space and returned to Earth on a Sunday afternoon in the time it took to bake a cake. The world is getting ever more smaller, and its peoples more connected, thanks to technology.

This is not the only example of imaging technology bringing spaces closer together. In its 2015 Paris Expo, Canon exhibited new imaging technology that allowed meetings to happen between two spaces in Paris and Japan, using holographic images of the individuals so the experience was that participants were in the same room.

What we are seeing is a revolution in digital communications that represents a paradigm shift in marketing possibilities.

Nobody wants to be bored by their brands. It’s time for brand leaders to get creative, get to work with the Canon’s and Sony’s of the world, and start entertaining.

portal digital art sculpture in Lithuania

Let me entertain you

Consumers and buyers want more from their brands. Yes, they want them to be authentic and stand for something. Brands still need to deliver on their promises too, and serve up the experience they ‘promise.’ But more than this, digital natives want to be entertained by their suppliers. They want to experience new things, be part of something exciting. Be entertained.

We could be looking at the early examples of a new generation of brandable communications mediums. Next time you step into a Next store, will you be watching a live holographic catwalk from Florida Beach Hotel sponsored by Victoria’s Secret. And when you’re waiting for the bus, will you be standing with people doing the same thing in New York?

Sitting at that lovely Michelin Star eatery in the middle of town, will you be able to see your holographic celebrity chef cooking your food in the middle of the room? And will you take your Gelato in the Icelandic ice cave next door that’s been beautifully rendered using 4k imagery?

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