“We reinvented four vintage objects for Station to Station, an amazing cross-country train experience for Levi Strauss & Co. organized by artist Doug Aitken. The objects had to not only connect to social media, but also tell a story in their own right. We tailor-made a 1901 Underwood typewriter for Twitter, reimagined a 1938 Graflex camera for Instagram, repurposed a 1939 Bolex movie camera for Instagram video and customized a 1956 Gibson guitar for SoundCloud. We didn’t want to hide the technology in the objects, but create something entirely new. A dial on the Graflex chose Instagram filters, a guitar pedal logged into SoundCloud and dual lenses on the Bolex created new types of video. Each object had an organic light-emitting diode display that asked creative questions, such as ‘Who are you?’ The train itself broadcast content and experiences for a global audience, and leading and underground creators—including Aitken and musicians Beck and Twin Shadow—developed a series of site-specific happenings.”