New interactive Out-of-Home technology meets ancient Zen relaxation techniques in this installment of our Installation of the Week. JCDecaux has done it again with the world’s first and only outdoor digital coloring books amidst the hustle and bustle of Sydney and Melbourne, Australia. Partnering with Ansible, UM, Saatchi & Saatchi NZ and Coca-Cola Amatil, JCDecaux has custom-built digital touchscreens that allow pedestrians to color in personalized Zentangle patterns as a clever and soothing way to promote the relaunch of Deep Spring—a sparkling mineral water with 5 percent juice aimed directly at those health-conscious millennials darting to and fro in urban centers.
As you can see in the image below, the touchscreen experience is designed for longer-than-average dwell times while being brief enough to let multiple pedestrians center themselves with a little Zentangle doodling throughout the day whether it’s on a lunch break, coffee break or before the commute home. Supported by thousands of years of meditative precedent, Zentangle patterns are obviously intended to help harness creativity and concentration. Never mind the fact that Deep Spring has also thrown in subliminal messages like “Sip, relax, repeat,” so one does not forget that they’re supposed to cap the experience with carbonated mineral water.
This digital drawing technology is also being touted as a way to disconnect, which seems counterintuitive, but then again, how many busy modern people are going to break out pencil and paper to whip up some Zentangle patterns on a 15-minute respite from the daily grind?
“It’s great to not only be able to provide Australians with inspirational creative reminding them to enjoy life’s simple moments but also the actual tools for them to do so,” said Coca-Cola Amatil General Manager Gaelle Boutellier.
The Deep Spring Zentangle Innovate panels are live until August 22 at Flinders Street Station and Southern Cross Station in Melbourne and Darling Harbour and Martin Place in Sydney.