Radiohead has created an app, PolyFauna, that leads users into an interactive exploration of an atmospheric digital realm.

In an “experimental collaboration” with digital design studio Universal Everything, Radiohead has created an app, PolyFauna, that leads users into an interactive exploration of an atmospheric digital realm. Based around imagery and sounds from “Bloom,” a track on The King of Limbs, the app lets users navigate through various worlds in 360 degrees by tilting and turning their mobile devices, following a floating red dot to move into each successive space. 

Matt Pyke of Universal Everything describes the overall effect as “designed to simulate a sense of living inside the band’s music,” reports Creative Review. This ties into one of our 10 Trends for 2014 and Beyond, Immersive Experiences, the idea that entertainment, narratives and brand experiences are becoming more immersive and enveloping in a bid to capture consumers’ imagination and attention. PolyFauna succeeds in doing just that, by adding new dimensions to Radiohead’s music.