Wake The Town
Gear Seven/Arc Studios/Shift
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Levi's x Jacquard by Google: Hall of DistractionsEmbed With Credits



The attention economy is thriving. An average smartphone user receives over 50 notifications per day, and spends an average of 56 days a year looking at their screens.

These notifications distract us with short term goals that are misaligned with our own values. As a result, we’re losing connection with ourselves, and the world around us.


The new Levi’s Trucker Jacket with Jacquard by Google helps people stay connected, not distracted. Through an interface woven into the jacket, wearers are able to move through their day free from the distraction of their screens.

To demonstrate the need for this new product and others like it, The Hall of Distractions has been created, an alarming immersive experience in which an average smartphone user’s yearly notifications are condensed and re-performed in a 30 minute cacophony of sound and light.


A one-of-a-kind experience that puts our relationship with technology in urgent perspective.

The Hall of Distractions confronted guests at Australia’s national launch of Levi’s Trucker Jacket with Jacquard by Google, provoking them to question their own use of technology, before being led to join a discussion of the future of attention, distraction and fashion by Levi’s VP of Global Product Innovation Paul Dillinger.

Genres: Storytelling

Categories: Consumer Electronics, Wearable

AKQA UK, 3 years ago