Usability Views Article Details  home | timeline | recent | popular | e-reports | userati | books | about  The Customer Is Always Right There (18 May 2005) Matt Bell was a Stanford University undergraduate in 2001 when he started tinkering with what would become the basis for his company, Reactrix Systems. "I created this program for people to play with flames projected on a wall. I thought it might be good for raves," recalls the now 25-year-old Bell. The project might have retained its digital-toy status were it not for a trip Bell took to London that spring. "I saw ads projected onto the street," he says, "and thought, ‘Wouldn't it be neat if I could "play" with the ad I just walked through?'" Article URL: http://www.technologyreview.com/articles/05/06/issue/forward_customer.asp Read 224 more articles from Technology Review Magazine sorted by date, popularity, or title. Next Article: The Start of Computer Games     This site is a labour of love built by Chris McEvoy