In the world of augmented and virtual reality, there's only one constant: the suite of available tools is constantly expanding.
Spending months getting to know a brand new technology only to wake up one morning to find it obsolete might sound like an unwelcome hassle. But to the team at NEXT/NOW, a Chicago-based digital agency that specializes in emerging technologies, that challenge is part of what makes the job exciting.
Founded in Chicago in 2011, NEXT/NOW uses VR, AR and a combination of displays and physical objects to create interactive experiences for brands like Under Armour, LG and Intel. Its work can be found in museums, flagship stores and sports stadiums around the country.
Working with emerging technologies comes with a set of engineering challenges. But spearheading new types of content presents an interesting challenge from a user experience perspective as well.
To Matthews, one of the most exciting emerging trends in the space is 'mixed reality' devices like Microsoft's HoloLens, which maps out the physical space surrounding a user — allowing holograms to interact with the user's physical surroundings.
Although Chicago is not known for its virtual reality scene, director of business development Randy Gress said the team has been positively surprised with the quality of the local talent pool.
But recruiting for an emerging technologies team often involves looking beyond prior experience with VR and AR, and instead focusing on how experience in related fields can be applicable.
NEXT/NOW currently has 21 employees, and it recently moved into a new office and showroom in the West Loop. The showroom is open to anyone curious about the kinds of projects NEXT/NOW is working on, Gress said.