Keiichi Matsuda produced this film for his final project at Masters in Architecture. It was part of a larger project about the social and architectural consequences of new media and augmented reality.

"The latter half of the 20th century saw the built environment merged with media space, and architecture taking on new roles related to branding, image and consumerism. Augmented reality may re-conceptualize the functions of consumerism and architecture, and change in the way in which we operate within it." - Keiichi Matsuda