During the Cannes Lions, 35 Socials were given a demonstration of a MS Surface table and the excitement was palpable. At PICNIC last week here in Amsterdam I got the opportunity to find out what all the fuss was about. I was not disappointed:

But how can we apply this fantastic technology? The table is highly durable (as my tour guide demonstrated by heavily thumping the “screen”) which makes it an idea retail experience tool.

Enter Amnesia Razorfish who introduced the Lonely Planet Surface application at Remix Australia – they application they developed demonstrates how the Surface smoothly connects the physical (RW) experience with the virtual one, which is where things are going these days. Unfortunately the clip isn’t embeddable, but check it out here, it’s worth the watch…

Be sure to let us know if you have seen any additional good examples.