eBay launches "the world's first subconscious shopping experience"
Online shopping giant eBay has teamed up with specialist retailer Saatchi Art to create an experimental shopping experience, which brings together art and technology to uncover shoppers' subconscious desires.
For just 48 hours, the two retailers invited a select number of guests to attend a personalised shopping event, called The Art of Shopping.
Before entering a gallery filled with artworks, all guests were hooked up to headsets incorporating electroencephalogram (EEG) technology ? which monitors electrical activity in the brain.
This "mind-tracking technology" ? supplied by tech company MyndPlay ? was able to locate moments when the wearer was inspired by what they saw in front of them. It used this to create personalised shopping carts. Robb Hattrell, vice president of eBay UK, described the technology as "the future of shopping".
"Shopping has always been intensely personal," he told Dezeen. "It's an expression of what makes you, you."
At The Art of Shopping, guests were taken through a series of gallery spaces. In the first, they were asked to interact with games on an iPad to help "warm up" their brain.
In the second and third spaces, they were encouraged to browse artworks and were asked to stand in front of the 10 pieces they liked best for at least 20 seconds. The paintings, sculptures and installations featured were all hand-picked for the project by Saatchi Art's chief curator Rebecca Wilson.
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