“ing the thing”

When Pine and Gilmore talk about creating an experience they suggest that you “ing the thing”

Most elevators I have ever been in are all fairly much the same, with the occasional elevator offering a mirrored rather than stainless steel finish and you usual dose of elevator music.  So how would you ‘ing’ an elevator trip?

At Skypoint tower on the Gold Coast Australia they have done just this.  The answer screen on the top of the elevator which projects video of the inside of the elevator shaft and gives you information about floors and height through some digital displays

Not a bad attempt to ‘ing the thing”