Kodak Alaris' Immersive 'Memory Observatory' at SXSW Launches Its New Photo-Sharing App

But it's not trying to compete with Instagram

Want to experience your own memory, only augmented? It's possible at South by Southwest. To launch its new visual storytelling app, Kodak Moments, Kodak Alaris created an activation in which passersby can be immersed in their own memories—practically seeing, smelling and even hearing them—in a chamber it's calling the "Memory Observatory." 

Of course, you aren't going to smell or hear exactly what you smelled and heard in your actual memory. But you will see whatever memory-specific image you choose to share projected on a grand scale within the activation, and the colors, smells and sounds will correspond to the emotion you've relayed to what the brand is calling an "experience guide."

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