Copyright Ian Pearson, BT Futurologist

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The future of traditional pubs

Feb 1999

Many pubs attract their custom by offering traditional or pseudo-traditional settings, an apparent escape from the modern world into times past, and perhaps they should be left well alone. But they won't. Certainly, any technology in such buildings should be discreetly hidden. Behind the scenes though, technology can actually improve this escapism, and not just by using imitation oak beams. Technology can now actually remove the intrusiveness of technology. For instance, there is always someone who irritates everyone else with their cell-phone all lunchtime. With new jamming technology, cell-phones can be completely blocked from both outgoing and incoming calls, forcing these people to behave or go elsewhere. The noise of the outside world can similarly be blocked out. Even if double-glazing might destroy the look of traditional windows, electronic noise cancellation technology can effectively reduce the intrusion to unintrusive levels, and is invisible. New flat panel speakers can easily be hidden or disguised. Customers can meet and drink in peace. Since most traditional pubs have small windows to keep the lighting low, it would be relatively cheap to replace windows with virtual windows, with appropriate views, perhaps of old streets with horses and carts instead of cars. Appropriate sounds can be fully positioned anywhere in the room to enhance the atmosphere. In fact, as we move a little further into the future, we will have the means to completely line a room with displays. The customers could then be completely immersed in a realistic artificial period or themed environment, complete with appropriately dressed people and objects, all virtual of course. In this way, the oak beams, horses and carts, and sawdust this week can be switched to caves and sabre-toothed tigers the next. The tradition could be from any period whatsoever. With this level of technology, we could even have the cellphone bore back again, but this time his conversations would be disguised by providing a virtual person for him to talk to. With a combination of sound cancellation and positioning technology, it would even be possible to digitally replace his conversation with one that was more appropriate to the period. Doing this for all the occupants of the room except those you are talking to would make the escapism almost complete, the atmosphere a perfect illusion.

So the traditional pub has a great future. It will be the perfect retreat from the technological world. The use of high technology to create the illusion of its complete absence.