Yesterday I held a presentation about the future of advertising for Morsø Erhvervsråd. The event was at Jesperhus Blomsterpark in Denmark, who has just opened a 4D cinema. And it´s quite fascinating how much extra you experience with the simple features of a little wind and water. And moving chairs. And of course 3D glasses. Ok. It´s a bit more complex – but the funny thing is that you just forget about the glasses and the chairs and the wind and the water that´s spraying on you – and move into the experience in a whole new way. And as the owner said afterwards. Maybe 4D is what is in our homes instead of surround sound in 5 years time.