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Planet Theory recently unveiled a Goodwill Games installation for the Swatch Timeship Store on 57th Street in New York, in which running in the store "was mandated" by the client, said James Graham, principal at the New York interactive design company.

The result is a playland in which shoppers can time their sprints on a 15-foot track rigged with infrared sensors and a Swatch roller timer or play Swatch Speed Response, which Mr. Graham calls "a vertical version of Whack-a-Mole."

Swatch is a sponsor of the games, which begin July 19.

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