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Social experiment / Netflix
Black Future Social Club
Online status decides what happens at the table.
At Netflix and DUDE's Black Future Social Club, Instagram status shaped admission and hashtag-driven activity determined whether guests could stay. Amigdala connected the live ranking with personalised projections and the restaurant's admission workflow.
01 / THE CHALLENGE
What happens when social status becomes the price of participation?
02 / THE EXPERIENCE
At BASE Milano, Instagram status shaped entry to the restaurant: the activation asked guests to have at least 1,000 followers. Inside, content was projected onto individual place settings. A live 'hall of fame/shame' social wall analysed Instagram activity through campaign hashtags and updated a ranking that determined whether guests could remain. Online visibility became a rule people encountered together at the table.
03 / DESIGN & TECHNOLOGY
We connected the admission workflow, social-data integration and personalised projection into the same live system. The hashtag-driven ranking gave digital activity an immediate consequence inside the venue. The experience made a theme of Black Mirror something guests could take part in, with the technical operations designed around its rules.
04 / IMPACT
A social experiment recognised at Cannes and beyond.
The project received two Silver Lions at Cannes in 2018, for Outdoor / Immersive Experiences and Outdoor / Live Advertising. DUDE also lists Gold awards at Epica and Promax, and Silver and Bronze recognition at New York Festivals. The One Show's 2019 Merit record for Spaces & Immersive / Brand-Owned Experiences credits Samuele Franzini for User Experience Design alongside the wider production team. These are recognitions of the collaborative project.
05 / YOUR NEXT EXPERIMENT
Make an idea tangible by letting people experience its consequences.
Discuss an experimentCREDITS & FURTHER READING
For Netflix, in collaboration with DUDE, for the Italian launch of Black Mirror Season 4. Experience systems: Amigdala / Souldesigner team. The One Show credits Samuele Franzini as User Experience Designer. Original project film: Amigdala.
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