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A new startup launching today called eVr1 sits at the intersection between the digital and physical worlds. In the words of co-founder Brandon Peele, eVr1 has tried to answer the question, “What does it mean to be human being in the context of 16 gigs?” So the team selected what it saw as the most important aspects of human knowledge and literature — the entirety of Wikipedia, the CIA World Factbook, and a literary canon that includes authors like Plato, William Shakespeare, and James Joyce (to name just a few — you can see the full list here). That’s supplemented with instruction manuals and documents from personal development website Trans4mind. Everything gets copied onto a 16 gigabyte Micro SDHC card, which is then wrapped in several layers of protective tape, then packaged in a leather container with a key ring. The leather also comes with a hand-stitched image of your choice — you can choose from things like the double helix and the infinity symbol. http://dlvr.it/1Vzhfd

REI is promoting the opening of its SoHo shop with an effort called “Find Out NYC”, which enables you to treat their outdoor ads like secret doorways to a lost frontier (with help from an accompanying mobile app).

You can also get information about the opening, different outdoor events in the city and enter to win prizes like phones, snowboards and a trip for two to Co-sta Riiiii-ca (remember that from the Chipmunk Adventure movie, or is it just me?). Here are the rules, although they may not really serve you; the window to enter was from December 2-4 (with a noon ET deadline).

Work by BBDO Atlanta. The video was directed by T&F’s Vi Nguyen, who was “most proud of portraying New York not as a concrete jungle but a balance of urban landscape and pockets of nature that are dispersed throughout the city filled with secrets.”

A little like what Harry Potter did for England, then, but without a prayer of butter beer.