At South by Southwest 2016, Kodak Alaris has created The Memory Observatory, a physical installation that mimics the self-reflective experience that the brand hopes to create with its new app, Kodak Moments.
This year at South by Southwest, as a cloud of uncertainty hung over the technology industry, a number of brands were pulling clever analog stunts to get attention. Kodak, famed as an analog casualty of the digital revolution, must have sensed an opening for its first appearance at SXSW.
The installation, designed in partnership with artist Marcos Luytens, is a wooden structure with two main rooms. Prior to entering the first room, visitors text a personal photo to a number provided by the organizers. Once inside, they meet a guide who helps them talk through the emotional significance of the photo.