I had the opportunity to tour the Nike campus in Portland this week and hear several of their executives talk about their initiatives around sustainability. Nike is far, far ahead in this area and the company is investing heavily to create designs that can be recycled (turning used shoes back into new shoes) or downcycled (turning the waste into new products, like Nike Training Ground.)
During the tour, something interesting happened. Above a recycling can was a sticker for Green Seal, and a URL for more information. My group was a fairly tech savvy one – probably 70% of us were carrying iPhones (which is interesting in itself). Since the discussion and tour were related to recycling, out came an iPhone and the URL was pulled up.
There’s nothing particularly special about this. People use their mobiles every day to view web pages. But it struck me in this case because here was an example of someone interacting with the web in real time in response to their physical surroundings.
Here at mStoner we spend a lot of time helping our clients integrate the web with their print materials, such as viewbooks. Maybe we should be helping them integrate the web with their physical buildings too?