I was mixing in real time, for which Pete made some lovely music. We realised then that we were much more interested in creating systems than narratives. That was a massive breakthrough. In March 2011, Hellicar & Lewis created an interactive experience for US band Maroon 5, enabling them to interact with fans during a 24-hour live concert using Twitter. The concert was broadcast around the world online CA: Is that the essence of your creative process -- setting up systems rather than telling stories? JL: We are very interested by the moment; of being in the moment. We don't want to create something that is necessarily pre-ordained; our systems enable people to create their own narratives. We are fascinated by doing things in this way: really getting into the idea of real time, that place where you forget your past and your future. It is a very interesting place, artistically as well as commercially. It's fascinating when you can set up an experience and find something that you wouldn't expect or hadn't expected along the way. That almost always happens when a piece of work encounters the public. A good example of that is the 'Hello Cube' project that we did in the Turbine Hall with Louis Vuitton and Tate Modern. People could tweet commands to the piece, which would change and interact according to the instructions. The first thing that happened was a bunch of French students turned up, stuck their hands in it, started taking photos of