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HIS: Jared Schiffman of Perch Interactive Re-contextualizes the Familiar

Holding a bachelors degree in Computer Science & Engineering from MIT and masters degree in Media Arts & Sciences from the MIT Media Lab, Jared Schiffman has been working at the intersection of design, computer science, and education for over two decades. His company PERCH Interactive fuses the digital world to the physical, playing with the relationship between the two. PERCH fixtures have become STORY staples, and #DisruptSTORY is no exception.

Read on for our conversation with Jared about his work, his inspiration, and the exclusive experiences created for our current concept.

CAN YOU START OFF BY DESCRIBING WHAT YOU CREATED FOR #DisruptSTORY?
For this story, PERCH designed and implemented the interactive display table based on Elliot Alderson’s desk. PERCH also designed the interactive bookshelf that hangs on the wall. All PERCH displays involve interaction with physical products and associated digital content.

HOW WOULD YOU DESCRIBE THE IDEA OF DISRUPTIVE TECH?
While new technologies have the power the disrupt industries, the most disruptive technologies are usually not perceived as a disruption to our day-to-day lives. On the contrary, the most effective and successful technologies are the ones that build upon existing interactions and user behavior, rather than force people to do something in an entirely new way.

WHY DO YOU THINK THAT IS?
The greater the learning curve for a new technology, the less chance there is of widespread adoption.

SO SOMETHING CAN BE BOTH DISRUPTIVE AND FAMILIAR.
The best new ideas are not the ones furthest afield. They are the ones that are closest to home, but recontextualized in a new frame and presented from a new perspective.

ARE THERE OTHER DISRUPTORS THAT INSPIRE YOUR WORK?
I am most inspired by people who have taken ordinary materials, reassembled them in new ways, and reframed them as something entirely new.

To see (and touch) PERCH in action, visit #DisruptSTORY and interact with both their bookshelf and replica of Elliot’s desk.