BricaBox Launches - Innovative Publishing Platform w/Live Video

A new NY-based startup launched in Alpha mode today. Named BricaBox, their goal is to bring a new and innovative publishing platform to the Web. In this morning's BlogWorldExpo keynote, Matt Mullenweg said we still have a ways to go to create the perfect publishing platform. Is BricaBox a step closer?

So far what I have seen is many directories and lists on Bricabox including a company directory, a quick bites directory, etc. Where applicable it can pull in info from Technorati and Compete. It has a wiki-like function so that anyone can edit the information in the directory - this is something many of the large directory sites need. 

"BricaBox takes blogging and wikis to the next level", says CEO Nate Westhimer. I guess to me BricaBox makes blogging and wikis smarter by adding in additional items that by default wikis don't have. If you think of a local eats wiki, it's usually text and pictures. BricaBox can add maps on-the-fly with directions, and links to other reviews. It's richer than a standard tool.

I think they need to work on the look - it just looks so super-geeky and has no mainstream appeal. Perhaps they are working on that as they move through the alpha stage but it's important to think about who they are targeting. Below is a video I captured today at BlogWorldExpo. (the audio is not great so turn up your speakers).

Shameless plug: Please vote for me in their Top 100 Poll!