Swiss studio Apelab focuses on designing immersive stories and experiences using interaction technologies, and their latest concept, IDNA, is certainly a verification of that statement.  IDNA is a concept that brings interactive storytelling to new heights by spatially engaging the user in the surroundings of their story.

Using an iPad, the user is guided through a storyline from a first person perspective, where the environment can be realistically explored as each scene is designed on 360º panorama. To make things even more realistic, users have the ability to choose which direction to focus on by moving the iPad around themselves. Depending on each user’s individual focus, the plot will continue its characters and angles according to which 'path' the reader is most interested in. The sound of the narration has been designed three-dimensionally and is sensitive to the body’s rotation.

Apelab’s objective with IDNA is to allow viewers to follow the course of a story according to their own focus and sensitivity, and offers an interesting progression in digital story-telling, building on the foundations laid out by things like The Silent History and Clouds Over Cuba. More importantly, it allows them to see how their focus subsequently affects other characters and events of the plot. The project was presented at the X Media Lab in Switzerland and the Tokyo Game Show 2013.