Culture

The white coat no longer owns experimentation. Today, it’s far messier than that, writes brand strategist and cultural critic James Kirkham. Today, the proving ground for new technology is not a sterile lab but a virtual pit at a gig, a queue for a fashion drop, or the resale market for a digital trainer. Before Fortnite hosted a concert the idea of millions logging in to a video game to watch a pop concert or music event was laughable. Before Gucci sold untouchable shoes, the idea of paying fo