Ikea Is Using Brain Activity Dat
The old saying “money can’t buy happiness” recently came to life for shoppers at an Ikea in Belgium, where an exclusive line of carpets required more than just cold hard cash for purchase.
“金钱买不到幸福”这句老话最近在比利时的一家宜家(Ikea)出现，在那里，一条独家的地毯系列需要的不只是冰冷的现金.
Instead, those interested in the limited collection—which consisted of carpets designed by eight contemporary artists,including Virgil Abloh, artistic director of menswear at Louis Vuitton—had to put on a headset and prove they were having a visceral reaction to one (or more) of the designs. Otherwise, they weren’t allowed to get their hands on any of the 109 carpets available.
相反，那些对这个有限的系列收藏感兴趣的人必须戴上耳机，证明他们对其中一款(或多款)设计有发自内心的反应。这个系列包括8位当代艺术家设计的地毯，其中包括路易威登(Louis vuitton)男装艺术总监维吉尔•阿布洛(Virgil Abloh)。否则，他们就不能拿到109块地毯中的任何一块。
Dubbed the “(He)art Scanner,” the headset measured aspects like brainwaves, facial expressions and heart beat in real time while shoppers observed each rug, according to Ikea. An algorithm then used that information to assign each individual a score, which determined whether or not they could buy the rug in question.
据宜家介绍，这款耳机被称为“（他）艺术扫描仪“，可以在顾客观察每条地毯时实时测量脑电波、面部表情和心跳等方面的信息。然后，算法使用该信息为每个人分配分数，该分数确定他们是否可以购买所讨论的地毯。
The rugs were created by eight renowned contemporary artists, such as Virgil Abloh, Craig Green and Filip Pagowski.
这些地毯是由8位著名的当代艺术家创作的，如维吉尔·阿博洛、克雷格·格林和菲利普·帕格沃斯基。
Created by Ogilvy Social Lab Brussels,the experience was created to ensure that only true art lovers would be able to take home a piece from the coveted line,which is part of the retailer’s annual Art Event Collection. Each year, Ikea partners with a handful of artists to create one-of-a-kind pieces of accessible and affordable artwork. Past iterations have included posters and crystal glass figurines.
这种体验是由布鲁塞尔奥美社会实验室(Ogilvy Social Lab Brussels)创建的，旨在确保只有真正的艺术爱好者才能从这一令人垂涎的系列中带回家一件作品。该系列是奥美年度艺术活动系列的一部分。每年，宜家都会与少数艺术家合作，创作出独一无二、价格实惠的艺术品。过去的版本包括海报和水晶玻璃雕像。
In the past, Ikea has found that people ultimately end up selling these items online for a much higher price. With its latest stunt, the company is attempting to skirt around this issue by only selling to people who (hopefully) intend to keep what they’ve bought.
过去，宜家发现人们最终会在网上以更高的价格出售这些商品。通过最新的噱头，该公司试图绕过这个问题，只向那些(希望)打算保留他们所购买的东西的人销售。
According to Ikea, none of the rugs purchased at that particular store in Belgium were sold on eBay, although something like that is obviously difficult to track. Either way, the sentiment behind the campaign is a nice reminder of what art is all about—enjoyment, not status symbols.
宜家表示，在比利时特定商店购买的地毯没有一件是在eBay上出售的，不过类似的东西显然很难追踪。不管怎样，这次活动背后的情感很好地提醒我们，艺术是关于享受的，而不是地位的象征。
------扇贝阅读（2019-05-30）
exclusive n. 独家新闻；独家经营的项目；排外者 adj. 独有的；排外的；专一的
carpets n. [纺] 地毯（carpet的复数） v. 在…上铺地毯；铺盖（carpet的三单形式）
contemporary adj. 发生（属）于同时期的；当代的 n. 同代人，同龄人；同时期的东西
visceral adj. 内脏的；出于本能的；发自肺腑的；粗俗的
dubbed adj. 被称为的；译制的 v. 刺；授予…称号；译制影片；结账（dub的过去分词）
algorithm n. [计][数] 算法，运算法则
coveted adj. 垂涎的；梦寐以求的 v. 垂涎；渴望（covet的过去分词形式）；贪图
iterations n. 迭代次数；反复（iteration的复数）
stunt n. 噱头，手腕；绝技 vt. 阻碍…的正常生长或发展 vi. 表演特技；作惊人表演
rug n. 小地毯；毛皮地毯；男子假发
renowned v. 使有声誉（renown的过去分词） adj. 著名的；有声望的
figurine n. 雕像；雕刻工艺品（figurine的复数形式）
Sentiment n.(基于情感的) 观点，看法; 情绪; (失之过度或不恰当的) 伤感，柔情，哀伤;
facial expressions 面部表情
Either way 不管怎样；无论哪种方式
in real time 实时的；及时的；立即
a handful of 一把；少量的；一小部分
skirt around 绕开 回避（话题）
with its latest stunt 用最新的噱头
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