Web 3.0, the semantic web, linked data - all names for the next generation of the web as we know it. The video above showcases one example of how a Web 3.0 application can offer highly personalised, tailored advertising content by understanding your on-line behaviour in real time. Web 3.0 sites and applications see pages as more than just documents. They see the data that is embedded in each page and in turn how that data links to data on other pages and so on. This is an extremely powerful evolutionary step that will see a massive amount of data unlocked and in so doing will completely re-define how we are able to use the web moving forward. A few weeks ago, Tim Berners-Lee, the creator of the world wide web spoke on the topic at TED. I highly recommend the following video if you want to get a glimpse into the future of the web.  

Adidas has had a long relationship with urban culture and this clever iPhone application further builds on the brand's street cred by linking up with what is arguably the graffiti capital of the world. The roots of graffiti culture in Berlin can be traced back to the early 80's where the american sector was home to anarchists, immigrants and draft resistors.  

I visited the city a long time ago but I still remember being moved at the messages and artwork that covered the Berlin Wall, probably the most powerful symbol of division in the world at the time. Now, the preserved parts of the wall showcase some of the most famous street-art in the world and the rest of the city has become like a blank canvas for urban artists from all over.  The city itself has become a gallery and the Adidas Urban Art Guide is its mobile catalogue.

The Urban Art Guide's editorial staff is continually updating its library of articles documenting the ever changing graffiti landscape which you can access via your iPhone as you explore the city.  Not only does the guide provide commentary, it also acts as a record of history, documenting the changes that occur naturally in an urban landscape as pieces become weathered or are overwritten. Recognising the speed at which things change,  if you see something new, you can submit it directly to the editorial team for checking, cataloguing and commenting. The guide stays vibrant and alive by leveraging the power of a community that cares.