Exploring the intersection of art, technology and physical space, Digital Umbrais an inhabitable media environment exclusively created for SXSW London 2026.
The hybrid media artwork captures shadows to create a unique shared experience by blending the physical and virtual world. As visitors journey through the space, their silhouettes are recorded and translated into digital imprints that gradually accumulate and evolve over time. The result is a collective landscape set within a distorted version of Spitalfields Market.
Combining existing technology with an experimental lens, Digital Umbrainvites the viewer to explore the power of their own shadow. Traces that are usually left behind in the physical world, are used to reimagine a new spatial experience; a dynamic, ever-changing “Shadow World”.
Jason Bruges Studio is a dynamic, multidisciplinary art practice based in London. Established in 2002, the Studio is internationally renowned as a pioneer of the hybrid space between art, architecture, and technology. Exploring the interrelationships between people, data, nature and technology, the team creates high-tech, site-specific artworks and dynamic, spatial experiences. Intervening in the urban environment, they produce moments of theatre that connect people with their environments and weave a sense of magic into the fabric of a place.
About Fashion Innovation Agency
The Fashion Innovation Agency (FIA) from London College of Fashion:UAL uses emerging technologies to disrupt existing practices in the fashion industry. They demonstrate how technology can change the way that fashion brands and retailers make, show and sell their collections and create projects that continue to inspire and spark imagination.
