A company appropriately named FogScreen has created one and two-meter walk-through projection screens where advertisers and brands can display logos, videos, case studies and pictures mid-air. If the medium is based around a walk-through projection, I imagine that pictures and logos are the most effective, and memorable, creative means used. Although viewing a case study on a floating screen might go down as unforgettable.

The concept, created by two Finnish virtual reality researchers, has been used at trade shows, museums, theme parks, conferences, nightclubs and bars.

Brands such as Disney, Nokia, 20th Century Fox, Victoria's Secret, Procter & Gamble, Motorola, Sony and Microsoft have utilized the technology.

Two ingredients are needed to implement the concept: water (tap or from a tank) and electricity.

The projection screen drops from overhead and the fog droplets are small and dry, so walking through the screen feels like walking through air.

The screen comes in one- and two-meter versions. This concept has a future especially in the nightclub and bar scene, using simple ingredients to advertise brands memorably to club-goers at all hours of the night.