Home Touch Taste Tech: Microsoft Surface for Clubs

Touch Taste Tech: Microsoft Surface for Clubs

When Microsoft Surface was first unveiled, we were fooled into believing Minority Report-style interfaces would infiltrate every aspect of our lives. Hotels, bars and restaurants would be wired wonders. Every table top and wall would dance with our finger tips. The world was supposed to be blanketed in a sultry neon mystique. While the touch experience has been widely incorporated by mobile phone manufacturers, it’s rare to see large scale touch installations in our everyday lives. One startup company is skipping the everyday and targeting your nightlife.

Touch Taste Technology creates Surface-like experiences for late night party goers. The company got its start at Madpoison Bar in Chicago. The above large-scale wall installation was created just in time for the restaurant’s launch and since then, Touch Taste has worked with a number of nightlife groups including Rain and Ghostbar in Las Vegas.

President Rhoniel Daguro describes Touch Taste Technology as a “self service point of sale multitouch ad network”. The fact that he doesn’t mention nightclubs, suggests a number of uses for the service. On that same note, Razorfish also offers a number of large-scale point of purchase services. When ReadWriteWeb covered the agency’s early August acquisition by Microsoft it was unclear as to the direction it would take. Earlier this week, the company launched a German program where users design their own Audi A4 atop Microsoft’s Surface.

Razorfish has also built a retail fashion app and integrated the Lonely Planet travel brand into Microsoft Surface. Nevertheless, the best Surface apps seem to be less about sales, and more about education and exploration like this Davinci Physics Illustrator. So the question that begs to be answered is this: In today’s market, does Surface’s ability to draw impulse sales justify the overhead for a high end installation? Let us know your thoughts in the comments below.

About ReadWrite’s Editorial Process

The ReadWrite Editorial policy involves closely monitoring the tech industry for major developments, new product launches, AI breakthroughs, video game releases and other newsworthy events. Editors assign relevant stories to staff writers or freelance contributors with expertise in each particular topic area. Before publication, articles go through a rigorous round of editing for accuracy, clarity, and to ensure adherence to ReadWrite's style guidelines.

Get the biggest tech headlines of the day delivered to your inbox

    By signing up, you agree to our Terms and Privacy Policy. Unsubscribe anytime.

    Tech News

    Explore the latest in tech with our Tech News. We cut through the noise for concise, relevant updates, keeping you informed about the rapidly evolving tech landscape with curated content that separates signal from noise.

    In-Depth Tech Stories

    Explore tech impact in In-Depth Stories. Narrative data journalism offers comprehensive analyses, revealing stories behind data. Understand industry trends for a deeper perspective on tech's intricate relationships with society.

    Expert Reviews

    Empower decisions with Expert Reviews, merging industry expertise and insightful analysis. Delve into tech intricacies, get the best deals, and stay ahead with our trustworthy guide to navigating the ever-changing tech market.