If we didn’t already know it before, this exercise cements into your brain that media is everywhere, used by everyone for everything: personal, corporate, marketing, art etc. It’s impossible to be immune to it if you lived in any kind of city. There are so many forms of media and the ways we use it are constantly expanding.

However, compared to many other shopping locations in the area (especially Melbourne Central), the Emporium has considerably less media exposure. It’s quite subdued in there in terms of screen bombardment and is by no means any kind of Time Square. It could be because of the Emporium’s reputation as a more upscale destination and they want to preserve that luxurious atmosphere.

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UP HIGH:

• Animated restaurant menus on screens
• Soundtracks to accompany your shopping, has the vibe of the store

ON THE GROUND:

• Projections of logos/advertising images

MID-GROUND:

• People on their phones
• People taking photos
• People on their laptops using the free wifi in the food court

BACKGROUND:

• People on their phones
• Screens projecting advertisements
• iPads in many stores to enhance a more personalised, “cooler” approach to shopping in their stores

FOREGROUND:

• People on their phones
• interactive shopping centre maps/information/game screens

IN YOUR HAND:

• my iPhone

Photos:

Video:

https://vimeo.com/158586383