Placecloud hopes to enlighten and entertain.
But we are also on a more fundamental mission: the 'rehabilitation of place'.
What does that mean? Why does 'place' need rehabilitating? Placecloud's founders noticed a troubling phenomenon at the heart of contemporary society:
- Human meaning is draining out of the physical world and accumulating online
- As a result, the tangible world feels increasingly homogenous, abstract and hollow
- Faced with an increasingly empty world, our attention is drawn more intensely to the digital realm in search of satisfaction
- This further enriches the digital world at the expense of the physical
Placecloud is an attempt to resist and reverse this phenomenon. It uses technology as a means to draw us into, rather than out of, the tangible, physical world of people and places.