Founders of Rockwell Labs explain how digital and physical realms come together to create spectacle and novel experiences.

While most continue to separate the physical and virtual realms, James Tichenor and Josh Walton of Rockwell Group Labs are purposely blurring the two to create interactive spectacle and great public spaces. The co-founders of the lab spoke at PSFK CONFERENCE LONDON, explaining their strategies to create concepts which are featured all over the world.

Both speakers found important assets in the native qualities of both the physical and digital worlds. Whereas multi-modal, social experiences and singular entities are found in the physical world, transcontinental connections and affordable replications are possible through virtual platforms. By combining the two, Rockwell Group Lab is able to choreograph a truly unique experience.

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