The Huddle - Penguin D&AD


When it comes to reading, many are becoming too distracted by mobile phones, social media, and the bursts of dopamine they release to really focus on getting into the story of a good book.

The effects of this? Reading is no longer considered to be a part of pop culture. The experience of reading has been the same for hundreds of years, with audiobooks now experiencing the same fate as it descends into normalisation.


Penguin should define the middle-ground between reading and addictive engagement by blocking off the outside world and creating virtual/in-person spaces where readers can enjoy, experience, and immerse themselves within books, alone or together, in a brand-new way.


A new immersive virtual reading experience!


Ryan Crowhurst
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