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Brief Published: 29 Jan 2019

Artist Creates Location-Aware Soundtrack for Train Journey


British artist Mark Fell has created a location-aware soundtrack app for rail commuters travelling on a specific train route.

Produced in conjunction with Arts Council England and train operator C2C, A Stitch Outside Time uses geolocation technology to track smartphones on the train journey between London Fenchurch Street and Shoeburyness via Basildon, with the composition varying in response to 93 GPS nodes along the line. The app is available to download on Google Play and the iOS App Store.

The rhythm is based on the Tala system found in Indian classical music, with the composition evolving over the course of the journey to reflect the time spent travelling and changes in the landscape. Sound synthesis and generative music technology mean that listeners never hear the same piece twice, lulling them into a "drift-like state" that explores how we perceive and experience time.

We look at how brands are creating contextual, location-aware digital campaigns in Next-Gen Urban Branding, part of our Smart Cities Spotlight Trend. A Stitch Outside Time's hyper-local focus – a single train journey – also reflects insights showcased in How to Target Local Consumers, which explores how brands across Asia are using geo-targeting to connect with hyper-local consumers at the right moment.

We also expect to see more nuanced location-aware digital experiences move into retail spaces in 2019, as seen in Brand Spaces: 10 Trends & Opportunities 19/20.