A 2014 screen daydream from The Astonishing Tribe
This is essentially an experience video by Swedish interface gurus The Astonishing Tribe, envisioning the future of screen technology with stretchable screens, transparent screens and e-ink displays, to name a few.
How the film turns “new screens” into real interactions
Instead of listing specs, the video uses everyday moments to make the screen itself feel like a material you can bend, place, and share. The point is not the exact device. The point is the interaction model that becomes possible when the display is flexible, see-through, or paper-like.
An experience video is a short concept film that prototypes interface behavior and user flows before the underlying hardware is ready for the market.
In consumer electronics and enterprise device ecosystems, display form factors shape interaction patterns, content formats, and the business models built on top of them.
Why “stretchable, transparent, e-ink” is a strong provocation
Stretchable screens challenge the idea that UI must live inside rigid rectangles. Transparent screens challenge the idea that a screen must block the physical world. E-ink displays challenge the assumption that every screen is emissive, high-refresh, and power-hungry.
E-ink is a reflective display technology designed for readability and low power use, which makes it a useful contrast to bright, always-on panels.
Steal these moves for your next interface pitch
- Show behaviors, not features. Demonstrate how people move, share, and switch context when the screen stops behaving like a slab.
- Prototype the handoffs. The “wow” is usually in the transitions, not the destination screen.
- Use one material shift as the story engine. Flexible, transparent, or reflective. Pick one and build a coherent set of moments around it.
- Make it boring on purpose. Ground the future in ordinary work, home, and commuting situations so the audience focuses on usability.
A few fast answers before you act
What is “Technology in 2014” about?
It is a concept experience video that imagines how screens could evolve by the year 2014. The focus is on new display form factors and the interactions they enable.
Which display ideas does it highlight?
The video spotlights stretchable screens, transparent screens, and e-ink displays. Those three examples are used to suggest different ways UI could live in the physical world.
What should marketers or product teams take from it?
Use concept films to communicate interaction shifts early, when prototypes are still rough. Anchor the story in everyday scenarios so the intended behavior is unmistakable.
How do you apply the idea without future hardware?
Focus on the interaction principles: continuity across surfaces, simple sharing moments, and readable, low-friction information layers. You can prototype those behaviors with today’s devices and materials.
What’s the biggest pitfall when making this kind of video?
Over-indexing on visual spectacle and under-explaining the user flow. If viewers cannot repeat the “how it works” in one sentence, the concept will not travel inside an organization.
