Very nifty installation from the ICA running over the next three days [8-10 Oct]: Memory Cloud combines the 5,000 year old medium of smoke, with the 20th century medium of text messaging. Visitors can text any message they like to the artists’ creation, and that message will be grafted onto plumes of smoke and lit up for display in Trafalgar Square.

The method of textual inscription works with light as virtual ink that perceptually writes and erases through a cinematic interplay with the external environment. Memory Cloud aims to motivate social interaction through the construction of an environment that is given form through a collective act of writing space.

Alongside the predictable marriage proposals, pop philosophy and jokey messages, you might expect that brands would try and hijack this: hence advertising and political messages are off limits.

Either way, I love it when old meets new. Very cool.