This brilliant film was produced by Keiichi Matsuda for his final year Masters in Architecture. It forms part of a larger project around the social and architectural consequences of new media and augmented reality. Matsuda suggests that as the expansion/progression and blending of digital utilities and platforms continues into the latter half of the 20th century, there is a distinct possibility that we will see the merging of the online and offline worlds through hyper-reality. This hyper-reality will provide a cacophony of imagery and sound through a constant and always on media space. Architecture will take on a whole new role for branding, image-building and consumerism.

The question is asked; could augmented reality recontextualise the functions of consumerism and architecture, and change the way in which we operate within it?