February 15, 2019

Three Questions With Patrice Speed

"Using technology and innovation to create a sense of destination can help drive sales, increase brand affinity/preference, or just get a lot of buzz."

What are some of the latest innovations or technologies for creating immersive or interactive experiences for end users? 

In my work I’m always looking to tell interesting stories, and ultimately the story I'm trying to tell always dictates the technology. The large format and higher res screens available now are making it possible to create richer content at huge scales. This is opening up all sorts of opportunities to create installations and experiences for crowds or to fill huge public spaces. There are also a lot of new possibilities with WebAR kit because it allows us to create MR and AR projects without needing to develop native apps.

At Britelite we do a lot of R&D and test use cases for various hardware or technology that comes out. For instance, we might ask the team to spend some time coming up with an interactive motion capture game for a children’s hospital. If that doesn’t have a direct application for a client, we’ll at least have lots of learnings about functionality we can tap into when we have related projects. If you have a good working knowledge of all the technology and hardware at your disposal, it becomes much easier to focus on the message you want to convey to the audience.

How are public spaces changing to incorporate experiential technology, and what is driving these changes?

Public spaces seem to be embracing experiential technology more and more. Retailers are using AR to create enhanced buying experiences. Malls are including experiential centers to draw crowds and some public spaces are being created specifically with the intent to offer immersive experiences. Restaurants are moving to including technology in their ordering process and dining atmosphere. People are coming to expect technology being used in public spaces, but it needs to be used judiciously and in a way that enhances a space, not detracts from it. 

Using technology and innovation to create a sense of destination can help drive sales, increase brand affinity/preference, or just get a lot of buzz. The more compelling an activation, the more people will talk about it and companies want to put themselves in that space. A good example of using audiovisual and interactive technology to create a destination is the work Onedome  is doing in San Francisco at The Unreal Garden. People go to specifically experience that place as a transformative event. 

What excites you the most in relation to your new projects? What are you most passionate about in your work?

I love that every project is different and there’s no one right answer for where we’ll end up. I’m driven most by people and crafting engaging human storytelling and design that puts people in a moment. That and the fact that the landscape is always changing means I constantly have to stay on top of emerging technology. This pursuit of the new and unknown keeps me engaged, and I love translating that into magical moments where people get involved with what we design and build.