Mark writes about this video he posted on Vimeo:

“On an unseasonably warm November night in Manhattan on our way to get ice cream, we stumbled upon what appeared to be a vintage shop, brightly lit display window and all. As we began to walk in, a man sitting out front warned us that we were welcome to explore, but nothing inside was for sale. Our interests piqued, we began to browse through the collections the man out front had built throughout his life. This is a story of a man and his home.”

An apartment as a social object. He created an environment that connects him with the world because people want to talk with him about it. As I wrote in my blog post ‘Social Objects are the future of participatory media’:

What are social objects?

Social objects are the reason why people socialize. We’re social animals but we need to find a common ground to communicate with each other. That common ground is the social objects.

Let’s say you’re at a party, you are shy and feel completely lost. You are not going to approach a stranger with “I really love Wilco’s new album and I’m reading Jonathan Franzen’s latest book. So fascinating.” The other person will call 911 and hope you’ll end up in a mental institution. In the good old smoking days, your first conversation revolved around the brand of cigarettes both of you are smoking. (Remember the days when you sat in a smoky bar, your social object “cigarette box with logo” right in front of you communicating to the world some part of your personality?) Now, we are focusing on phones, apps, drinks or tattoos. Some social object that connects me with you.

Come to find out that social objects are not only the future of advertising. They are also the future of human connection and interaction.