If we start with Petra Kempf's publication 'You Are The City' we jump straight into the discussion about the personal expression in the urban environment. Clearly this has become dramatically individualised and
and citizens have grown into roles as independent user, aspiring for flexibility and uniqueness.
The technological development in the recent years, month actually, is fuelling these developments. Here individuality turns into solitary and disconnectednes with the latest app telling you whats happening around you. Interaction becoming the biggest thing as long as we don't need to talk to anyone.
The urban landscape is turning from a servicescape in to a stagescape for individuals to produce themselves as the latest celebrity. Interaction becomes one directional, the famous show off to be looked at, the ultimate aspiration.
The individualisation obviously is a very big topic in the media and some recent project are quite cleverly employing this trend to the point of questioning its real existence.
For example the current aviva campaign puts the individual in to the centre. On the website http://www.youarethebigpicture.com/ they started a collection of portraits, with the option to draw in your facebook image, as a representation of personal commitment and support. The great thing is the personalised video clip everyone gets as a sort of gift. The uploaded image is embedded in the clip and everyone has the chance to appears big in the city.
In fact aviva actually is running live projections of the submitted images in cities around the world. Some have ended, but on the page you have access to the recorded time lapse.
Another effort is made by the Dentsu London media company. They have recently had some really exciting project utilising the latest technologies with quite visionary content. See for example the iPad illumination clip.
THey were also looking into the personalisation of the city environment and visualised their ideas in two animated clip, sort of augmented visualisations. Their claim goes beyond the content, but this doesn't matter at the moment I guess.
The basic idea is to utilise and augment existing objects and surfaces with personalised content and information. The desire to keep up to date with the latest social networking news, updates, notifications and tweets. Some of the idea are quite interesting, especially the ones that aim at linking the individual back to the physical context. It is very simple, but for example the Dentsu train ticket idea is a different take on the location awareness trend.
There is a lot of potential in this trend to personalise the everyday environment. There might be individual benefit and surprises to be discovered for everyone. However it might be not as new as it would like to be. But it is certainly a new take on the everyday routines and a chance to embed it with the aspired independence and individuality of our current culture. Definitely the city is the playground.