Dispatch from an advertising future #198

198: 8th October 2021


A Blank Wall Can Show How Many People Are in a Room and What They’re Doing

As she entered the shopping centre it was like a different world. The temperature was just right, the music just so, the New Normal routes optimised just for her, but it was the lighting that she noticed most. Maybe it was moving from the grey streets, overcast, subdued, diffused to a space where lights – their carefully calibrated temperatures optimised for mood – made the space seem more open. This was not blank fluorescent uniformity. Everywhere there were subtle shadows dancing on the windows of the shops, on the walls of the cafés. She’d read that these lights were called Plato’s Cave.