Your eyes aren't deceiving you: That's a monitor and iPhone floating in liquid. They're fine because the tank is filled with Novec, a non-conductive chemical from the "keystone family" used to reduce the temperature on servers, douse fires in race cars and even clean electronics. The iPhone in this picture was unharmed.
Mashable editor-at-large Lance Ulanoff sitting on a chair taped to the wall. The double-sided sticky VHB Tape from 3M is so strong that it is used to hold together planes and buildings.
Street artist Max Zorn uses 3M's Scotch brown packing tape and X-Acto blade to create these portraits.
The fashion students the Fashion School of Politecnico University in Milan, Italy, designed this prototype jacket that combines 3M’s Thinsulate reflective material and 3M’s Scotchgard. The team used body mapping to improve comfort and range of motion.
The future of displays is curves -- and soon, flexibility. This roll of capacitive touchscreen material may lead the way.
Upcoming HDTV displays like the one in this photo (top) could offer an even more brilliant image thanks to Quantum Dots. 3M actually grows the tiny crystals responsible for the rich colors and then imbrues a transparent sheet with them. The dots block some of the blue light spectrum while helping to pump up the reds and greens.
This touch panel screen can support up to 60 touch points.
These lights, which hung overhead in the 3M tent, have standard LEDs on the inside, but specially created covering that creates warm and even lighting.
These fixtures feature 3M light-reflecting technology that help distribute the light from LEDs more evenly.
This thin, highly-reflected material is used in, among other things, electronics and architecture.
3M is perhaps most recognized for these sticky notes, which are also quite useful for creating art.
AUSTIN, Texas — Usually, if you drop your phone or tablet in liquid, you can pretty much bet it's a goner — or in need of immediate care.
But in a tub of technology company 3M's magic water, you can drop an unprotected iPhone and it will still work. We experienced this firsthand, along with other cool innovations like sticky tape used to hold planes together, at SXSW. Take a tour for yourself in the gallery above.
See also: 11 Times Bill Nye Taught You Science Is Awesome

Stop by Mashable House while you're at SXSW to meet Grumpy Cat and swing from a wrecking ball. It's at 305 E 5th St. in Austin, Texas.
Mashable's Annie Colbert and Nora Grenfell work at the Mashable House, under the watchful eyes of doge.
Swinging from a wrecking ball at the Mashable House.
The Friskies’ S.S. Holy Shrimp Boat carries Grumpy Cat and others across Austin.
Passengers join Grumpy Cat, the "worst mate" of the Friskies’ S.S. Holy Shrimp Boat, as it embarks on its maiden voyage.
Grumpy Cat delivers shrimp-flavored cat food to Friends of Austin Animal Center.
Eric Schmidt, executive chairman of Google, speaks during SXSWi.
Oscar Mayer's Weinermobile helps keep Austin weird.
One way to get around the crowds in Austin.
Actress Rosario Dawson speaks onstage during a panel called 'Star Power: Innovative Ways to Engage Millennials.'
IBM Watson's Cognitive Cooking makes a computer into your personal chef.
Dassault Systemes uses 3D technology to create a dynamic theater stage. The stage will be featured in Mr. and Mrs. Dream, a two-person play opening in Paris, France.
Cubify's 3D printer shows off its chops.
Mashable's Lance Ulanoff gets scanned by Cubify's Sense 3D Scanner.
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