Making the Switch

Making the Switch

London – The Tate Modern has released an interactive video exploring the building’s past and future.

States of Matter by House of Greenland, London

London – The Tate Modern has released an interactive video exploring the building’s past and future.

  • States of Matter is a dark, challenging short film from Tate Modern that introduces its new building
  • The film features an interactive interface and soundtrack by post-punk legends Sigur Rós

The release marks the opening of Switch House, Tate Modern’s new £260m (€328m, $366m) gallery and events space, designed by architects Herzog & de Meuron, which sits like a pyramid above the existing structure.

States of Matter, the latest project from Tate’s content team in association with Bloomberg, is an interactive video that explores the building’s industrial past, and spiritual and creative future.

Viewers can control the perspective of the film, made with production company House of Greenland, using their keyboard to switch between four narratives: liquid, solid, air and plasma.

‘Lots of people have spoken about the architecture, but it is our remit to be more experimental,’ Tate head of content, Bloomberg and special projects, Susan Doyon tells LS:N Global. ‘With the opening of Switch House, it seemed like the perfect time to create a fictional, abstract view of the building.’

The Big Picture

Tales of heritage are leaving a bad taste in consumers’ mouths. Anti-authenticity Marketing explores how brands can talk about their past without dwelling on it and create new narratives for their audiences to enjoy.

Discover More Daily Signals
Heineken leverages the power of fandom to spark friendship between strangers

Daily Signals

Heineken leverages the power of fandom to spark friendship between strangers

International brewer Heineken has launched Fans Have More Friends, a sponsorship platform built on the idea that shared passions are one of the fas...
Fandom : Sports : Drinks
Foresight Friday: Seyi Oduwole, foresight analyst

Daily Signals

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals shaping culture right now. This week, foresight analyst Seyi ...
Bridgerton : Regency : Balls
Stat: Uptick in night-routine content reflects a shift towards protective wellness

Daily Signals

Stat: Uptick in night-routine content reflects a shift towards protective wellness

Night-routine content on TikTok rose 46% year-on-year in Q4 (October–December) 2025, reaching 13.2m weekly views, according to new research from Kyra.
Health : Wellness : Sleep
The Future Laboratory launches 2026 events calendar

Daily Signals

The Future Laboratory launches 2026 events calendar

The 2026 events calendar is here. Don’t just follow the future – get ahead of it. Join The Future Laboratory in 2026 for a programme of inspiring p...
The Future Laboratory : Events : Calendar
How diet sodas fell out of fashion

Daily Signals

How diet sodas fell out of fashion

Consumers are turning their backs on diet drinks, with zero sugar emerging as the preferred signifier of healthier indulgence.
Drink : Health : Food Retail
Stat: Alcohol abstinence in England rises as sober-curious lifestyles gain traction

Daily Signals

Stat: Alcohol abstinence in England rises as sober-curious lifestyles gain traction

Almost a quarter of adults in England (24%) now abstain from alcohol, marking a notable rise from previous years when non-drinkers consistently acc...
Drink : Stat : Statistics
How forpeople used bio-electrical tree data to shape Tree Aid’s rebranding

Daily Signals

How forpeople used bio-electrical tree data to shape Tree Aid’s rebranding

London-based creative studio forpeople has unveiled a pro bono rebranding for international development charity Tree Aid, placing living systems at...
Design : Nature : Technology
Bara brings Welsh flavours to South London

Daily Signals

Bara brings Welsh flavours to South London

Bara is London’s first café dedicated to Welsh cuisine, opening in February 2026 in Peckham, southeast London.
Food : Hospitality : Cuisine
Stat: Silent mental health crisis among women over 50

Daily Signals

Stat: Silent mental health crisis among women over 50

Almost two in three women over 50 in the UK struggle with their mental health, yet nearly nine in 10 do not seek help, according to new research co...
Generation X : Women's Health : Mental Health
Childline gamifies digital pressure to prompt reflection among teens

Daily Signals

Childline gamifies digital pressure to prompt reflection among teens

British counselling service Childline has launched a new campaign, Race to a Milli, designed to raise awareness of the pressures of online life for...
Technology : Health : Wellness
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN