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 turns winter chill into pub footfall with new campaign

Daily Signals

Heineken turns winter chill into pub footfall with new campaign

Heineken has launched a temperature-triggered digital out-of-home campaign designed to guide people out of the cold and into nearby pubs. 
Advertising : Marketing : Campaign
Why the opening of Tramp Health signals the rise of the wellness paradox

Daily Signals

Why the opening of Tramp Health signals the rise of the wellness paradox

London’s renowned private members’ nightclub Tramp is preparing to turn from late-night revelry to longevity culture.
Health And Wellness : Travel And Hospitality : Wellness Paradox
Stat: Canadians join global retreat from alcohol

Daily Signals

Stat: Canadians join global retreat from alcohol

A new report from Statistics Canada reveals that the country has recorded its largest annual decline in alcohol earnings since tracking began ...
Drinks : Satistic : Alcohol
Coach spotlights banned books in Explore Your Story campaign

Daily Signals

Coach spotlights banned books in Explore Your Story campaign

Luxury brand Coach has partnered with publishing company Penguin Random House and a range of independent publishers across Asia-Pacific to create f...
Luxury : Design : Marketing
New collagen research points to a more precise era of beauty claims

Daily Signals

New collagen research points to a more precise era of beauty claims

A review from the UK’s Anglia Ruskin University has confirmed that daily collagen supplementation delivers measurable improvements in ski...
Beauty : Wellness : Health
Stat: Asia’s middle class gripped by financial anxiety, FWD survey finds

Daily Signals

Stat: Asia’s middle class gripped by financial anxiety, FWD survey finds

More than 70% of Asia’s middle-class consumers feel anxious about their financial wellbeing, limiting their ability to plan for the long term, acco...
Anxiety : Midlife : Generation X
Merrell marks 45 years of outdoor footwear with It Starts Outdoors campaign

Daily Signals

Merrell marks 45 years of outdoor footwear with It Starts Outdoors campaign

Merrell is celebrating its 45th anniversary with the launch of its first global brand platform, It Starts Outside, and a new creative direction aim...
Sports : Wellness : Advertising & Branding
Men’s Health magazine republishes deleted CDC pages as public health information disappears

Daily Signals

Men’s Health magazine republishes deleted CDC pages as public health information disappears

Men’s Health magazine is republishing online pages and datasets previously accessible on the Centers for Disease Control and Prevention website.
Health And Wellness : Public Health : Media
Stat: How convivial dining is on the decline

Daily Signals

Stat: How convivial dining is on the decline

Nearly one in five people now eat dinner on the sofa, according to a new global study by Ingka Group (Ikea’s parent company) – a sign that the...
Food : Drink : Statistic
How Norway’s Consumer Council is fighting back against enshittification

Daily Signals

How Norway’s Consumer Council is fighting back against enshittification

The Norwegian Consumer Council has launched a satirical film campaign to accompany its new report on the deterioration of digital products and serv...
Technology : Value : Sustainability
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