(Win a Mug) Phygital Forevermore

“Phygital.”

It’s a running joke at MtM, the podcast, even just this week.

It’s a portmanteau, blending the sounds and meanings of “physical” and “digital”.

Other portmanteaus seen at MtM: animatronic, edutainment, guesstimate, hazmat, listicle, metaverse, podcast, Pokémon, starchitect, webinar. 

(Reply this week with the original words for all portmanteaus in this article and win an MtM mug.)

The number of portmanteaus in our field is dumbfounding. No surprise. We are hybrid: architecture/media, graphics/artifacts … physical/digital.

On the show (you know, the podcast?) I’ve used a new phrase I say all the time these days:

All our projects are now “phygital forevermore”. Neither 100% physical or digital, whether we control both or not. 

Someone will bring it to life in both realms, whether according to plan (we projection map a giant mosquito) or not (Instagram dance in front of giant mosquito).

In fact, that’s been true for a generation. But not everyone noticed.

Phew. Now I’m going to go get a mocktail with my labradoodle.

Here’s the thing:
All our projects are now “phygital forevermore”. 

So it’s past time for the last of us — you know who you are — to get out of that silo.

Warmly,
Jonathan

P.S. Did I mention the podcast?