I came across this via Thomas Dekysser and AdDistortion on Twitter.
Just as with the old Nokia 3220 “funshell” LEDs the principle seems to be that if you turn your head (rather than the device being turned) the advert/picture appears to ‘drag’ out of the light unit.
This obviously presents yet another level of issues around the uses of ‘public’ space and what reasonable expectations of intrusion into one’s attention/vision/cognition might be made, what constitutes ‘choice’ in terms of exposure to these images and lots more things besides…
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