index

3D bio-printer, 122

3D printing, 21, 120–122, 131

cost of, 129

Reis on, 120

3RD Space Vest, 109

8–6–3–1 architecture, 23–25, 156, 173–174, 176

Abrahamsen, Mikkel, 223

act into the future, 214–215, 220–221

Activision, 106

Actuality Axis, 142, 148

Adamson, Gary, 69

Adidas, 144

advertising, 230n3

aerospace industry, 40–41

agency

in Colossal Cave Adventure, 235n2

Virtuality and, 82, 97

Agrarian Economy, 3

A.I.: Artificial Intelligence, 52

Airborne Ultrasonic Tactile Display, 42

alienation, 219

Alliban, James, 105, 108

Alternate Reality, 20, 49–61, 51f, 154, 155f, 204

affecting reality, 58–59

applying, 59–61

Augmented Reality shifted to, 61

background for, 60

commonality among, 61

electronics retailer example of, 163–164

examples of, 20

on Experience Design Canvas, 179–181, 180f, 204

icon representing, 18f

McGonigal on, 59

mobility and, 58

as New Business Reality, 59

pervasive games and, 53

as playground, 52, 55–57, 60

Reality’s relationship with, 206

summary, 20, 154, 155f

toys and, 60–61

Virtuality’s relationship with, 207

alternate reality games (ARGs)

defined, 20

as escapism, 233n26

Jenkins on, 52 for marketing, 52

McGonigal on, 20, 50

rabbit hole of, 51

Wellejus on, 50–51

Alternate Reality Gaming Network, 52

Altman, Sam, 38

Amazon Kindle, xii Ambient Devices, 142

Ambient Orb, 142

ambient streams, 243n 21

Ambient Umbrella, 142

American Girl, 30, 60, 86

American Heart Association, 107

America’s Army, 91, 213

Amusing Ourselves to Death (Postman), 217–218

anchor realm(s), 17, 159

exploring from, 160

moving, 167

offering’s anchor, 159

Reality and Virtuality, 17

Realms of the Real, 32–33

Realms of the Virtual, 100

third spaces, 203

Anderson, Chris, 241n35

Ando-Shinoda Laboratory, 42

Andreini, Larry, 125

Andrews, Mike, 91

Anoto Group, 42

Apple, 5, 30, 31, 61, 187, 244n6

ARGs. See alternate reality games

Art of Game Design, The (Schell), 212

Art of the Heist, The, 52

ART+COM, 39, 58

Arthur, W. Brian, 31–32

Arts, Pieter, 124

atom-hacking tools, 128, 131

Audi, 52

Augmentation Axis, 107–108, 113, 115

Augmented Reality, 19–20, 104, 35–47, 37f, 154, 155f

aerospace industry and, 40–41

applying, 46–47

automobile industry and, 40–41

background of, 46

choosing, 45–46

defined, 104

electronics retailer example of, 161–162, 166

to enhance learning, 47

enhancing world around us, 36–38

examples of, 19–20

icon representing, 18f

kinesthetic, 43–44

Lens-Fitzgerald on, 105

location-based services and, 38–40

Mirrored Virtuality differentiated from, 148

museums and, 39

Perey on, 38

Reality’s relationship with, 206

Rice, Robert, on, 45–46

scenic viewer, 39

sensory prosthetics and, 41–46

shifted to Alternate Reality, 61

smartphones and, 46

sports and, 39–40

summary of, 19–20, 154, 155f

tactile, 42–43

for tracking, 47

Virtuality’s relationship with, 207

Wired on, 41

Augmented Virtuality, 20, 103–115, 105f, 154, 155f

applying, 114–115

bodily engagement of, 106–108, 115

controllers, 115

device eliminated in, 110–114

electronics retailer example of, 164–167

examples of, 20

experience design in, 114

icon representing, 18f

for learning, 115

mind enhanced through, 108–109

Reality’s relationship with, 206

senses expanding through, 109–110

summary, 20, 154, 155f

Virtuality’s relationship with, 207

webcam-based, 104, 114

Auletta, Ken, 227

AuRAM, 40

authenticity, 210, 229n1

Autodesk

capabilities statement, 119

Gallery, 118–119

automobiles, 40–41, 74

avatar, 87–88

Boellstorff on, 88

reputation of, 98

World of Warcraft, 120–121

Avatar, 184, 246–247n18

Avidasports, 144

Baker, Chris, 41

baseball, x, 69–70

Goodwin on, 69

basketball, 70

Baudrillard, Jean, 246n18

Bauerlein, Mark, 217

Beast, The, 52

Becoming Virtual: Reality in the Digital Age (Lévy), 95

Beem, Rich, 35

Beijing Olympics, 20

Being Digital (Negroponte), 14–15

Bell, Gordon, 145, 149

on privacy, 243n27

on recording life, 146

Benedikt, Michael L., 247n19, 249n11

Benjamin, Jeff, 121

Best Buy, 244n4

Bezos, Jeff, xii, 227n5

Bid Time Return (Matheson), 235n 17

bits

abundancy of, 8

characteristics of, 6–8

combining, 7–8

customizing, 7–8

enabling impossibilities, 7

experimentation with, 7

imagining, 7

as immaterial, 6

improving, 7–8

integrating, 7

modifying, 7–8

prototyping with, 7

Bloomberg Terminal, 147–148

Boellstorff, Tom, 248n22

on avatars, 88

on intimacy, 251n31

Brown, John Seely, 249n 9

business concept illustration, 68–69

CAD. See computer-aided-design

CafePress, 21

Cairncross, Frances, 93, 237n35

Caldwell, Christopher, 71

Camden Yards, 70

Cameron, James, 184

Cantu, Homaro, 121, 240n30

Carbone, Tyler, 74

Carr, Nicholas, 217

Cashmore, Peter, 143

Castronova, Edward, 87

CBA. See Center for Bits and Atoms

CDs, 6, 187

Center for Bits and Atoms (CBA), 128–129

CEREC, 122

Chatfield, Tom, 57, 243n29

Cheaney, Janie B., 247n18

check digitization, 168

Chicago Museum of Science and Industry, 68

Christie Medical Innovations, 40, 159

CityOne, 90

CityVille, 87

Civil War Adventure Camp, 63, 71–72

ClearWorlds, 199

Coleridge, Samuel Taylor, 86

Collision Warning with Brake Support, 41

Colonial Williamsburg, 21, 67

Colossal Cave Adventure, 81–82

agency in, 235n2

Coming of Age in Second Life (Boellstorff), 88

commodities, 4f, 14, 228n 2

as fungible, 240n 18

computer-aided-design (CAD), 118–119

Computers as Theatre (Laurel), 6

constructing substances, 23–25, 75, 78, 173–174, 184, 194–195

Continuous Invention, 130, 132, 241n41

Contour Crafting, 121

Contour USB, 144

Corbett, Sara, 249n 9

cosmetic customization, 241n 39

cosmos incogniti, 11–13, 16, 33, 78, 83–84, 99, 108, 148, 153, 156, 157, 174, 204, 214, 224

Crick, Francis, 248n 20

cross-reality environments, 200

Crowther, Will, 81–82

Cruise, Tom, 44

Csikszentmihalyi, Mihaly, 73, 76, 212–213

on flow, 65, 87–88

on optimal experience, 65–66

customer sacrifice, 190–192

eliminating, 195, 210

customer types, 170

CustomMade, 127

CyArk, 89

cyLEDGE Media GmbH, 124–125

Dance Dance Revolution, 106, 111

Dark Knight, The, 20

DARPA. See Defense Advanced Research Projects Agency

Davis, Stan, x, 13, 14, 122–123, 240n13

Death of Distance, The (Cairncross), 93

Deeplocal, 121

Defense Advanced Research Projects Agency (DARPA), 129

Delivery Information Acquisition Device (DIAD), 36

Department of Motor Vehicles (DMV), 74

design, 22–25, 165, 173. See also Experience Design Canvas; Variable Design Expedition

digital technology, 7

of experiences, 22–25, 114, 165, 209–211

as exploring, 173

for human capability, 170, 185, 196, 244n 7

design-your-own companies, 123

Desktop Factory, 129

DFBW. See digital fly-by-wire

DIAD. See Delivery Information Acquisition Device

DigiScents, 44

Digital Binocular Station, 39

digital fly-by-wire (DFBW), 7

digital frontier, 4–5, 25

digital media strategy, ix

Digital Millennial Consulting, 201–202

digital technology. See digital frontier; technology, digital

DigiWall Technology AB, 56–57

dimensions, 13–18, 23f. See also realms; variables

architecture of experience, 22–25

defining third spaces, 203–204

definition of, 13–15

three-dimensional world, 9, 14f

DirectLife, 144

Distracted (Jackson), 217

DJ Hero, 106

DMV. See Department of Motor Vehicles

Doblin, 68–69

do-it-yourself movement, 127–128, 132

websites catering to, 127

dramatic structure, 210

Drawing a Circle in the Square (Harrison-Pepper), 72

Durhuus, Bergfinnur, 223

EA Sports, 107

Eilers, Søren, 223

Electronic Age Assessment, 162, 166

Elliot, T. S., 160

eMachineShop, 129

emotions, 169

playing with, 190–192

Empathica Mobile Reporting, 147

Entertainment Technology Center (ETC), 212

Eriksen, Thomas Hylland, 73, 216

ETC. See Entertainment Technology Center

eternity, 224–225

Etsy, 127

EVE Online, 86, 92, 169

events, 22

actual, 23–24, 184, 186

autonomous, 23–24, 57–58, 184, 186

enacting, 24–25, 65, 75, 78, 83, 173–174, 184, 194–195

Evers, Reinier, 143

Everything Bad is Good for You: How Today’s Popular Culture is Actually Making Us Smarter (Johnson), 217

ExpeData Digital Writing Platform, 42

Experience Design Canvas, 173–178, 174f

Alternate Reality on, 179–181, 180f

experience plotting on, 179–181

playing on, 185–187

Experience Economy, 3, 13, 221

experiences, 3, 4f, 14, 133, 155, 198

amusing ourselves to death, 217–218

analyzing, 194

architecture of, 22–25

box-opening, 5, 228n 3

changing perceptions of, 78

classifying, 154–155

in context, 195–196

depicting, 182–183

design of, 22–25, 114, 165, 209–211

digital technology as technology of, 8

4Es of, 210

as game, 77

guide-reading, 5

infused with technology, 31

inner, 83

intensity of, 195

location-based, 38–40

mass customizing, 123, 125, 126, 132

new value in, 196–197

optimal, 65–66, 76

physical, 16

plotting on Experience Design Canvas, 179–181

purchasing, 5

Reality presenting richest, 29–31, 205

realms of, 15

source of, 205

telephone using, 5

themes, 210

time and actual time, 65–66, 77

transformations building on, 171

in Virtuality, 97

Virtuality as most imaginative, 83–84

exploitation, 214–15, 249n16

acting into the future, 214

exploration and, 214–215

possibilities, 10

smartphones, 58

Time, 148

exploration, 214–215, 249n16

design as exploring, 173

digital frontier, 9

exploitation and, 214–215

exploring the Multiverse, 153–157

ideation, 158

guidance by realm, 169–171

guidance with variables, 194–197

possibilities, 10

possibilities to opportunities, 197–198

stages of by realm, 159–160, 160f

Virtuality, 98

EyeToy, 110–111

Fab: The Coming Revolution on Your Desktop—from Personal Computers to Personal Fabrication (Gershenfeld), 129

fab labs, 128–130, 132

Gershenfeld on, 129–130

Facebook, 216

FriendFeed, 143

FanVision, 35–36, 39–40

Time on, 36

FarmVille, 87

Febreze Scentstories, 44

FedEx.com, 143

fiction, 95–96

Laurel on interactive, 235n 2

FigurePrints, 120–121

Fischer, Martin, 126

Fitbit, 144

FittingBox, 125

Flightwise, 139

flow, 65–66, 76

Csikszentmihalyi on, 65, 87–88

sub-second response time and, 236n 16

Fluid Interfaces Group, 43–44, 113

focusing ability, 217

football, ix, 70

Ford, 41, 118

SmartGauge with EcoGuide, 147, 211–212

forgetting, digitally, 243n 27

Foursquare, 38–39

Fresh Green Light, 110

Freytag diagram, 248n 6

Friedberg, Anne, 237n 38

Fries, Ed, 120–121

Full Spectrum Warrior, 91

Fun Inc. (Chatfield), 57

future con sul tants, 68–69

Future Perfect (Davis), 13, 122–123

GaitAid, 42–43

Galvanek, Paxton, 91

gambling, 71

Game Play Festival, 201

games. See also specific types of games

changing people, 213–214

design, 211–214

experience as, 77

learning from, 249n 9

gamification, 211–214

“Gaming Can Make a Better World,” 59

Gee, James Paul, 217

Geest, Yuri van, 142

Gelernter, David, 22, 241n 41

on Mirror Worlds, 137–138

on topsight, 146

General Motors, 41

geocaching games, 54

geoteaming, 54–55

Gershenfeld, Neil, 128–129

on fab labs, 129–130

gestural interface, 43–44

Gigantic Mechanic, 58

Gigaputt, 58

Globe Genie, 88

GoCar Tours, 55

Goffman, Erving, 219

good, being, 215–220

Goodell, Roger, ix

goods, 3, 4f, 14, 133, 155, 198

do-it-yourself, 127–128

mass customizing, 123, 126

Goodwin, Doris Kearns, 69

Google

Chrome, 8

Earth, 88, 139

email, 8

Flu Trends, 22, 140–141

Goggles, 38

Insights for Search, 141

Maps mashups, 22, 88

Trends, 141

Google Price Index (GPI), 141

Googled: The End of the World as We Know It (Auletta), 227n 4

Gorman, Paul, 213

GoToMeeting, 168

GPI. See Google Price Index

GPS games, 54

GPS navigation system, 19–20, 36, 141

“Grand Theft Ovid,” 201

Griffith, Saul, 132

Gross, Shawn, 201–202

Groundspeak, 54

Grove, Andrew, 8

G-Speak Spatial Operating Environment, 44, 113

guitar, 193–194

Guitar Hero, 106

Guitar Hero World Tour, 193–194, 193f

Hallmark cards, 103–104, 190–192, 203–204

Halo 2, 20

Hamlet on the Holodeck (Murray), 86

Hamlet’s BlackBerry: A Practical Philosophy for Building a Good Life in the Digital Age (powers), 216

Hanulneotech Co., Ltd., 125

haptics, 109, 115

commercialization of, 109

Harmonix Music Systems, 106

Harris, Paul, 248n 21

Harrison-Pepper, Sally, 72

Hatch, Mark, 128

Hayes, Gary, 57, 230n 6

HealthMap, 22

Herr, Hugh, 43, 47, 231n 16

on Paralympics, 231n19

Hilbert, David, 251n 6

Hilbert’s Hotel, 251n 6

Historical Preenactment Society, 69

History of the Future Museum, 68

How Computer Games Help Children Learn (Shaffer), 217

Howard-Jones, Paul, 249n 9

Huckleberry Finn (Twain), 237n37

human capability. See design

hyper, 84

I Love Bees, 20, 49–50, 232n 1

IBM Land, 90

ICU. See Institute for Creative Technologies

ideation, 158, 197

immersion, 158. See also virtual immersive environments

Virtuality and, 82, 97

Immersion Corporation, 114

incentives, 212

Industrial Economy, 3, 220

information overlord, 215–216

innovation, 3, 214

defined, 4

life-changing, 156

Institute for Creative Technologies (ICU), 91

Instructables, 127

International Spaceflight Museum, 138

Internet, 83, 93, 94, 125, 129, 164, 217

“Internet Symphony No. 1 ‘Eroica,’” 201

Intersense, 40

intimacy, 251n31

iPhone, 5

copying, 114

iPhone Apps, 5, 7

electronics retailer example of, 162

wishlist, 230n 11

Ipplex, 42

Iron Man 2, 104

iWalk, 43

Jackson, Maggie, 217

Jenkins, Henry, 246n 15

on ARGs, 52

“Jewel Collector,” 38

Johansen, Bob, 236n 22

Johnson, Steven, 217

Jurascope, 39, 58

Kacyra, Ben, 89

Kangaroo TV. See FanVision

Kapp, Karl, 92

Kay, Alan, 6

Keeley, Larry, 68–69

Kellaway, Lucy, 228n 3

Kelley, Kevin, 144–145

Kelson, Keith, 44

Khoshnevis, Behrokh, 121

Killer, 53

Kim, Amy Jo, 212, 249n10

Kim Possible World Showcase Adventure, 52–53

Kimmelman, Michael, 89

Kipman, Alex, 113

Kitchens, Mark Brady, 75

Known Universe, 13–15, 14f, 19, 224

as one of many, 229n 7

Kohn, Alfie, 212–213

Konami, 106

Laakkonen, Juha, 56

Lanier, Jaron, 6, 85, 218

on somatic cognition, 113

Länkinen, Ilkka, 71

Lappset Group Oy, 56

LARPs. See live action role-playing games

Lasik surgery, 43

Laundy, Peter, 68–69

Laurel, Brenda, 6

on interactive fiction, 235n2

Lausberg, Marc, 110

Layar, 36–38, 57, 105, 202

content layers of, 37–38

LeapFrog Enterprises, 42

LearnAR, 108

Learning in 3D (Kapp & O’Driscoll), 92

Lee, Erin, 216

Leeum, Samsung Museum of Art, 39

LEGO Design byMe, 117–118, 223–224

promotion of, 118

LEGO Digital Designer, 117–118

LEGO Systems A/S, 117–118

immeasurable possibilities of, 223–224

Lens-Fitzgerald, Maarten, 37

on Augmented Reality, 105

Lévy, Pierre, 95

Lewis, Jim, 129

libraries, 227n 6

Life on the Screen (Turkle), 219

Lifton, Robert, 218

liminality, 72, 77

defined, 72

Turner on, 72

live action role-playing games (LARPs), 66, 86

Livescribe Echo digital smartpen, 42

living history museums, 21, 67

location-based experiences, 38–40

location-based services, 38

LocoMatrix, 54, 57

LookTel, 42

Loopt, 38

Lost Ring, The, 20

Lutron Electronics Corporation, 122–123

Mackinac Island, 67

Maes, Pattie, 43–44

Magri, Carmen, 123

Major League Baseball Gameday, 135–136

Makezine, 127

man cave, xi–xii

Mann, Steve, 231n 26

maps, 11–12

Marx, Karl, 219

Mashable, 143

mass customization, 131–132, 195

of experiences, 123, 125, 126, 132

of goods, 123, 126

Physical Virtuality and, 122–123

of services, 123, 125

transformations, 123, 125, 126, 132

massively multiplayer online role-playing games (MMORPGs), 86

Matheson, Richard, 235n 17

Matrix, The, 85

Matter, 13, 14, 14f, 15, 15f, 22–24, 83. See also No-Matter

eternity and, 225

defined, 186

McGonigal, Jane, 58–59, 92

on Alternate Reality, 59

on ARGs, 20, 50

McMichael, Joe, 88

Mead, Carver, 157

Medal-Katz, Jason, 118–119

Mediated Reality, 231n 26

MediGait, 42–43

Medtronic, 40

Mercedes-Benz, 41

miCoach, 144

Microsoft Bing, 143

Microsoft Kinect, 111, 112, 201

Kipman on, 113

New York Times on, 111

Mid-Columbia Medical Center, 73

military simulations, 91

Mind Candy, 52

MindSpace Solutions, 39

Minority Report, 44

Mint.com, 143–144

Mir:ror, 110 “Mirror Worlds,” 22

Gelernter on, 137–138

Mirror Worlds (Gelernter), 137–138

Mirrored Virtuality, 135–149, 137f

applying, 148–149

Augmented Reality differentiated from, 148

electronics retailer example of, 164, 166

examples of, 22

icon representing, 18f

predicting present and, 140–142

Reality’s relationship with, 206

summary, 21–22, 154, 155f Time and, 136, 148–149

Virtuality’s relationship with, 207

Mistry, Pranav, 43–44

MMORPGs. See massively multiplayer online role-playing games

Mobile Mondays Amsterdam, 142

mobility, 58

molecular gastronomy, 121

Monitor Group, 68–69

Montola, Markus, 53

motivations, 212

Moto, 121

Motorola, 4–5

Mobility, 5

Multi-User Dungeons (MUDS), 86

Multiverse, 16–18, 16f, 23f, 224. See also Reaching through the Realms 8–6–3–1

architecture of, 23–25

anchor realm, 17, 32–33, 100, 159–160, 167–169, 203

icons, 18f

realms of, 17f, 177f

tour of, 18–22

Multiverse variables, 17f, 186. See also Variable Design Expedition

capabilities of, 196

guidance, 194–197

harmonizing, 196

intensity of, 174, 175f order change, 176

thinking in, 183–184

Murphy, Jack, 122

Murray, Janet, 86

on belief, 95–96

Museum of Natural History in Berlin, 39

museumgoudA, 108–109

museums, 39. See also specific museums

music

album art, 187–188

digital, 6

MUVEDesign, 57

MyFord Touch, 8–9

narrative, 82, 97

Narrative as Virtual Reality (Ryan), 211

NASA, 88

NASCAR Live Leaderboard, 136

Nass, Clifford, 83

National Oceanic & Atmospheric Administration, 138

NedSense enterprises n.v., 124

Negroponte, Nicholas, 14–15

A New Kind of Science (Wolfram), 247n 19

Nike+, 144

Nintendo Wii, 20, 106

American Heart Association collaboration with, 107

Balance Board, 107

Motion-Plus, 106

Penenberg on, 112–113

in rehabilitation, 112–113

Nokia, 4–5

No-Matter, 16f. See also Matter defined, 14, 186

No-Space, 16f. See also Space defined, 15, 186

No-Time, 16f. See also Time defined, 15, 186

Warped Reality and, 64–75

NovoGen, 122

Nowism, 143

Oakhurst Links, 67

Oblong Industries, 44, 113

Odegaard, Hanne, 118

O’Driscoll, Tony, 92

Ombrellaro, Mark, 109

OneRiot, 143

O’Reilly, Tom, 128

Organovo, 122

Össur, 43

Otherlab, 132

Overy, Charles, 120

Paffendorf, Jerry, 184

Palmisano, Sam, 90

Paradiso, Joseph, 200

Paralympics, 231n19

Pearce, Celia, 96–97

Penenberg, Adam, 112–113

Perey, Christine, 38

Perplex City, 52

Personal Space Technologies (PST), 108, 110

personalization, 241n39

Personalizemedia, 230n6

pervasive games

Alternate Reality and, 53

defined, 232n10

PGA Championship at Hazeltine National Golf Club, 35–36

PGA Tour Shot Tracker, 136

PHANTOM, 203

Photosynth, 88

Physical Virtuality, 117–133, 119f

applying, 130–133

design tools, 124–126, 132

electronics retailer example of, 162–163

examples of, 21

icon representing, 18f

Mass Customization and, 122–123

modularity of, 123

Reality’s relationship with, 206

summary, 20–21, 154, 155f

Virtuality’s relationship with, 207

places, 22,

communication example, 188–190

forming, 23–25, 75, 78, 83, 173–174, 184, 194–195

playing with, 188–190

real, 23, 186

virtual, 23, 186

Virtuality and, 82, 97

planes, 74

Plato, 85

Plimoth Plantation, 21, 67

Pogue, David, 38, 230n 11

Ponoko, 21, 127

Postman, Neil, 217–218

post-traumatic stress disorder (PTSD), 91

Power Gig, 201

PowerFoot One, 43

Powers, William, 216

preenactment, 69, 76

Priebatsch, Seth, 54

privacy, 216

Bell on, 243n 27

Procter & Gamble, 44

“Progression of Economic Value,” 3, 4f, 90, 155–156, 198

Project K-nect, 201–202

PST. See Personal Space Technologies

PTSD. See post-traumatic stress disorder

Punished by Rewards (Kohn), 212–213

Qualcomm, 201–202

quantified self, 143–145, 149

Quest to Learn, 202

Quest Visual, 38

Reaching through the Realms, 157–171

electronics retailer example of, 161–167

guidance, 160f, 169–171

Reality start point, 161f stage one, 159, 161–163

stage two, 159–160, 163–165

stage three, 160, 165–167

stage four, 160, 167

Read, Leighton, 92

Reality, 16, 29–33. See also third spaces

Alternate Reality affecting, 58–59

Alternate Reality’s relationship with, 206

Augmented Reality’s relationship with, 206

Augmented Virtuality’s relationship with, 206

characteristics of, 95

common threads of, 30–31

electronics retailer example of, 161

examples of, 18

icon representing, 18f

Mirrored Virtuality’s relationship with, 206

Physical Virtuality’s relationship with, 206

Reaching through the Realms starting at, 161f

reality of, 205–206

realms of, 32f, 32–33

as referent for representation, 205

richest experiences in, 29–31

shifted to Warped Reality, 75–76

social construction of, 204

summary of, 18, 153, 155f

Virtuality’s relationship with, 206, 208

Virtuality underlying, 206–208

Warped Reality’s relationship with, 205

“Reality Browser,” 36–38, 57

Reality Jocket Ltd., 42

realms, 16–18, 17f, 23f See also dimensions; variables

definition of, 16–18

essences of, 153–155

fused, 5, 24, 193, 200–203, 204, 209, 211, 215

overview of, 18–22

real-time web, 142–143, 148, 149

Segal on, 143

Reeves, Byron, 83

on Virtuality, 92

regenerative medicine, 122

Reis, David, 120

Renaissance Fairs, 21, 66

Republic, The (Plato), 85

Respondesign, 107

Responsive Environments Group, 200

RFID games, 54

Rheo Knee, 43

Rice, Nathan, 38–39

Rice, Robert, 45–46

Rickshaw Bagworks, 125

Ridemakerz, 125

RjDj, 42

Rock Band, 106

Rock Band 3, 201

Roush, Wade, 138, 139–140

Ryan, Marie-Laure, 211

RZ Virtual Experience, 125

Sackett, Aaron, 73–74

sacred space, 220

Salen, Katie, 202

SantaPark, 71

scavenger hunts, 54

Schatzker, Mark, 231n24

Schell, Jesse, 212, 246n15

Schiesel, Seth, 201

Schüll, Natasha Dow, 71

Schultz, Howard, 3

ScienceSim, 138

Scrapblog, 127

scrapbooking, 67–68, 76

SCVNGR, 54

“Second Earth,” 139–140, 148–149

Second Life, 87, 89, 236n 13

IBM Land in, 90

Maldives embassy in, 89–90

real-life data feeds in, 138

Segal, Edo, 243n 21

on real-time web, 143

selection, 158, 197

self-tracking, 143–145

SensAble Technoligies, 202–203

sensory evocation, 169

sensory prosthetics

appearance of, 231n 16

Augmented Reality and, 41–46

Service Economy, 3, 220

services, 3, 4f, 14, 133, 155, 198

mass customizing, 123, 125

ShadowLab, 200

Shaffer, David, 217

Shallows, The: What the Internet Is Doing to Our Brains, 217

Shapeways, 21, 127

Shazam, 42, 230n 11

Shopkick, 244n 4

“Shopping Cruise,” 75

Shufflebrain, 212

Shuler, Laura, 110

Sideways Driving Club, 110

simulacra, 246–247n 18

Simulation and its Discontents (Turkle), 220

simulations, 89, 90–94, 99

corporate, 92

military, 91

roller coaster, 126

sports, 91–92

Sirona Dental, 122

SixthSense, 43–44, 113

Small Pieces Loosely Joined (Weinberger), 93–94

Smarter Planet initiative, 90

smartphones, 5, 36–38. See also iPhone

Augmented Reality and, 46

exploitation of, 58

for math, 201–202

SmartUs, 56

smell, 44

Smith, Harvey, 99

Smith, Susan, 121

Snow Crash (Stephenson), 139–140

somatic cognition, 113

Somewhere in Time, 235n 17

Sony Playstation Move, 106

Space, 13, 14, 14f 16f 22–24, 83. See also No-Space

defined, 186

eternity and, 225

sacred, 15

Specialist Schools and Academies Trust, 108

sports. See also specific sports

Augmented Reality and, 39–40

fantasy, 53–54

simulations, 91–92

time and, 69–70

SpotRank, 143

StandardRobot, 121

Star Trek

Holodeck, 85, 91

replicator, 128–130

warp drive, 21

Star Trek: The Experience, 68

Starbucks, 3

Starizon Studio, 69

Stateless Systems, 142

Stephenson, Neal, 139–140, 200

Sterling, Bruce, 129

Stewart, Sean, 52, 232n10

StockTwits, 143

substances, 22

constructing, 24–25

digital, 23, 24, 184, 186

material, 23, 24, 184, 186, 232n6

music album art and, 187–188

playing with, 187–188

Superstruct, 59

Swinxs, 54

Tag Reading System, 42

Tan Dun, 201

technology. See also technology, digital

Arthur on, 31–32

capabilities extended through, 170

choosing, 218

creating value, 32

defined, 31–32

denying, 218

experience infused with, 31

to fulfill human purpose, 31–33

for sake of technology, 32–33

technology saving us from, 38

topsight, 147

technology, digital, 32

changing people, 220

design, 7

fragmented by, 218

as frontier, 4–5

as a game changer, 6–9

as greatest source of innovation, 4

impersonalized by, 218

intrusion of, x-xi

Kay on, 6

making us stupid, 217

man-made technology differing from, 6

resisting, 228n 9

as technology of experiences, 8

tsunami of, 32

value creation from, 12–16

Wolf on, 145

Technopoly (Postman), 218

TechShop, 127–128

teleconference, 189, 189f

telegraph, 237n 35

telephone, 137. See also smartphones

experience, 5

teleportation, 74

telepresence, 137, 189, 189f

TeleSuite, 137

television, 136–137

terra incognita, 11

“Theatre of the Arcade,” 201

theme parks, 71

third spaces, 5, 200–203, 207, 208, 215, 219

balancing, 216

defined, 203–204

Thomas, Douglas, 249n9

Thomas, Michael Tilson, 201

Thompson, Clive, 128

Time, 13, 14, 14f, 15, 16f, 22–24, 83. See also No-Time

annihilation of, 93

autonomous, 75–76

as currency of experiences, xiii, 87, 236n 14

defined, 186

Eriksen on, 73

eternity and, 225

experience and actual, 77

exploitation, 148

freedom from tyranny of, 66, 73

hyperlinking, 74–75

Mirrored Virtuality and, 136, 148–149

optimal experience and changes in, 65–66

shifting to future, 68–69, 76

shifting to past, 66–68, 76

slow, 73

slowing down, 72–74, 77

speeding up, 72–74, 77

sports and, 69–70

stopping, 77

sub-second response, 236n 16

Warped Reality and, 64–78

Time Treasure, 57–58

timelessness, 15, 69–72, 77

TimeSpace: World, 143

TN Games, 109

Tolkien, J. R. R., 87, 236n11, 247n18

Tommy John surgery, 43, 231n17

Tomorrowland, 68

TOPPS baseball cards, 105

topsight, 146–148

analytics, 147

dashboard, 147

Gelernter on, 146

monitoring tools, 147

pattern recognition in, 146

platform, 147

sensors, 147

storage, 147

technology for, 147

tracking tools, 147

Total Immersion, 104, 105

Touchable Holography, 42

TouchNetworks, 109

Toy Island, 107

TrafficCast, 141

trains, 74

transformations, 3, 4f, 90, 133, 145, 149, 155–156, 175, 198

game design and, 213–214

mass customizing, 123, 125, 126, 132

transmedia storytelling, 246n 15

Treehouse Logic, 125

Trendsmap, 142

triangulating position, 38

Turkle, Sherry, 219, 220, 251n31

Turner, Victor, 72

Twain, Mark, 112, 237n37

Tweetdeck, 147

Twinity, 138

Twitter, 142, 143

Tyranny of the Moment: Fast and Slow Time in the Information Age (Eriksen), 216

Underkoffler, John, 44

United Parcel Service (UPS), 36

USAA, 168

Ushahidi, 139

value

of deliverable, 229n 4

experience and new, 196–197

negative, 190–192

technology creating, 32

types of, 170

Variable Design Expedition, 178–181

variables, 15–17, 22–25, 175f. See also dimensions; realms

architecture of experience, 22–25

definition of, 16–17, 186

design canvas, 173–178, 174f

depicting experiences, 182–183

experience, 22–25, 186

experience design guidance, 194–197

Reaching through the Realms expedition, 159–160

realm depiction on, 176–178, 177f

thinking in variables, 183–184

Varying the Variables expedition, 157, 158,

Varian, Hal, 141

Vedral, Vlatko, 247n 19

VeinViewer, 40, 159

Venice, 67

VIEs. See virtual immersive environments

Vinopolis, 44

Vintage Base Ball Association, 67, 69

vinyl records, 6

Violet, 110

Virtual Army Experience, 91

Virtual Earth, 88

virtual immersive environments (VIEs), 92

virtual mirrors, 125

virtual reality, 6, 7, 19, 85, 109

Virtual Universe Community (VUC), 90

Virtuality, 81–101, 84f. See also third spaces

accessibility of, 98

agency and, 82, 97

AI-populated, 97

Alternate Reality’s relationship with, 207

applying, 96–99

Augmented Reality’s relationship with, 207

Augmented Virtuality’s relationship

with, 207

contributory, 98

creating belief and, 86–87, 99

creativity and, 98

electronics retailer example of, 165

embodiment in, 97

emotive AI in, 98

in everyday life, 93–94

examples of, 18–19

experience in, 97

explorable, 98

foundational attributes of, 96–97

fragmented by, 218–219

fully sensory, 98

imagination and, 98

immateriality of, 95

immersion and, 82, 97

individual representation and, 82, 97

as inspiration, 207

market-based, 98

Mirrored Virtuality’s relationship with, 207

as most imaginative experience, 83–84

narrative, 82, 97

natural, 98

per sistence in, 97

personality, 218–219

Physical Virtuality’s relationship with, 207

place and, 82, 97

Read on, 92

Reality’s relationship with, 206, 208

realms of, 100–101, 100f

Reeves on, 92

reputation and, 98

rule-bound, 98

sociality and, 97

summary of, 18–19, 154, 155f

three-dimensional, 97

underlying Reality, 206–208

Warped Reality’s relationship with, 207–208

world creation and, 82, 96–97

visual repre sentation, 235n 7

V.Smile Motion Active Learning System, 108

VTech Electronics, 108

VUC. See Virtual Universe Community

WALL AG, 39

Walt Disney, 52–53, 74, 202

Hallmark cards, 103–104, 190–192

Imagineering, 126

Wardynski, Casey, 91

Warped Reality, 21, 63–78, 64f

applying, 75–78

electronics retailer example of, 166

icon representing, 18f

No-Time and, 64–75

Reality shifted to, 75–76

Reality’s relationship with, 205

shifting to future, 68–69, 76

shifting to past, 66–68, 76

summary, 154, 155f

time and, 64–75

Virtuality’s relationship with, 207–208

Watkins, Craig, 216

Watson, James D., 248n20

Wayner, Peter, 58

wealth creation, retarding, 228n9

Wearable Computers, 231n 26

Weinberger, David, 93–94

Weineger, David, 237n 37

Wellejus, Asta, 50–51

What Video Games Have to Teach Us about Learning and Literacy (Gee), 217

Wheeler, John, 247n 19

Wieden+Kennedy, 121

Wii Fit, 107

Wii Fit Plus, 107, 111–112

Wii Sports, 111

Wired, 241n 35

on Augmented Reality, 41

Wolf, Gary, 144–145

Wolfram, Stephen, 247n 19

Woods, Tiger, 35, 43

Woopra, 147

Word Lens, 38

world creation, 82, 96–97

World of Warcraft, 120–121

World Wind, 88

World Without Oil, 59

Wowd, 147

Wright, Dave, 87

Yang, Y. E., 35

YDreams, 39

YinzCam, 40

You Are Not a Gadget (Lanier), 218

Yourself!Fitness, 107

YouTube Symphony Orchestra, 201

Z Corporation, 120, 121, 127

Zazzle, 21

Zillow.com, 143

Zygna, 87