Natasha Dow Schüll

Really, when I started this project, it was Las Vegas and casinos everywhere were in this real shift in design logic.

Some of us still think of Vegas as being loud, jangly, bright, neon, flashing.

And it used to be designed that way, make it as loud as you can.

People need to hear the coins clanking and put a strobe on their face.

No, you want people to sit down because your new profit logic is called time on device.

And to increase time on device, this is a sort of ergonomic operation where you have to worry about fatigue.

It's not worker fatigue.

It's consumer fatigue.

Right.

So you are measuring that light doesn't bounce directly at people from interior surfaces, because that will bring them to awareness and tax their senses.

You don't want...

sound to bounce off walls and come and again make you feel depleted so people will even spend time constructing these protective sound cones so they're invisible but they're there right where your ears and your eyes this audio visuals are directing you to your own little theater and trying to buffer anything from the outside that could interrupt you so