For most people, the main sensory stimuli delivered by Austin, Texas are the sweet aroma of roasting meat, the sticky gooey feel of BBQ sauce on the chin and fingers, and the fiery hit of bourbon washing down the gullet, writes Sonali Fenner, global business director at JWT London.
But for the week of SXSWi, it’s far more about immersive experiences inflaming the senses – with smell and touch at the top of the pile in 2016.
Over the years, we’ve sporadically seen panels and demos pop up which tackle one or other of the perceptive inputs.
The festival in 2013, for example, was the year of touch and Leap Motion. The rise of 360-degree video and virtual reality a few years later threw the spotlight on ambi-sonic and binaural sound techniques. Providing vital signposts and narrative cues in this more unstructured storytelling canvas.
While there were some senses standing alone this year (notably smell), 2016 appeared to be the year of immersive, cross-modal experiences which focused on the amplified outcomes of multiple senses working together.
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