Ein weiterer Meilenstein in der Entwicklung der Digitalfotografie war die Einführung der ersten spiegellosen Systemkameras. Diese kompakten und sehr gut ausgestatteten Modelle lieferten Ergebnisse in der Qualität von Spiegelreflexkameras – und dazu noch professionelle Videos. Dennoch konnten sie sich anfangs nur schwer gegen die preisattraktiveren digitalen Spiegelreflexkameras durchsetzen. Gegenwind gab es zudem von den immer leistungsstärkeren Smartphones, die zunehmend auch zum Fotografieren wichtiger Ereignisse genutzt wurden. Die Frage, die sich Olympus stellte: Wie kann man die Menschen von der Qualität der neuesten Kamera-Generation überzeugen und sie für “echte” Fotografie begeistern? The solution was an exhibition featuring unique immersive objects that constantly offered new perspectives: a playground for the senses, just waiting to be explored.

The series of events developed by Vitamin E was called Olympus Photographic Playground, and later Olympus Perspective Playground. Entry to the venues – some of which covered several thousand square metres – was free of charge, but limited in the sense that only a maximum number of people were allowed in the playground at any one time. Every visitor was lent an Olympus system camera free of charge at the entrance, including a memory card that did not need to be returned.

The interactive and immersive exhibitions were designed by a constantly changing group of artists. They were accessible and could be explored and captured in photos and videos as visitors wished. The particular appeal lay in the fact that visitors could become part of the installations and pose within them. This resulted in millions of unique photographs. And many people discovered photography for the first time or rediscovered their love for it – and subsequently decided to buy an Olympus mirrorless camera.