AUGMENTED

REALITY (AR)

DESIGN HAS A LOT MORE TO IT THAN MERELY ‘TOUCH’ OR ‘FEEL’
AT ITS CORE, DESIGN IS ALL ABOUT HOW SEAMLESSLY IT WORKS”

Augmented Reality combines the real world with computer-generated input, including rich life-like sound, high-fidelity graphics, and full-motion video. This effectively merges the real world with interactive digital content in highly engaging, unique and creative ways.

One of the best-known uses of AR was Pokémon Go. However, Pokémon Go barely scratches the surface of what AR is capable of when it comes to showcasing product features or luxury hotel amenities, for that matter.

To understand AR’s application more broadly, it is the perfect tool for major projects such as buildings, hotels, and resorts that can or will change over time. Imagine collaborating around the world with all your clients, but everyone looking at the same object in stunning 3D detail that sometimes even looks better than real life.

Just to give you another example, we can use AR to show how a space or structure might change over time, highlight features of an environment or let your imagination run wild and create games played in the real world. Just picture what this can do for your travel agency when you give people a glimpse of what to expect at their luxury resort in the Bahamas.

Similar to Augmented Reality, Mixed Reality merges the real and virtual world, to produce a new environment through visualisation, where physical and digital objects harmoniously co-exist and interact in real time. For example, one could place a digital object onto a physical table. Perfect for highlighting benefits of booking the penthouse suite at your hotel, wouldn’t you say?

Fusing CGI/Virtual Interfaces with the real world offers another endless list of possibilities. For example, imagine navigating in a car with information and route overlaid into the user’s field of vision using special glasses – somewhat along the lines of a Heads-up Display (HUD) in an aircraft. Or how about demonstrating the abilities of a virtual product that isn’t even built or needed to carry in the room? Perhaps you are planning to take customers on a luxury ship cruise – you can use the power of AR to show them around the main deck or one of the first-class passenger cabins.

SHIP DESIGN

CLIENT UNNAMED

This project saw us creating a 3D model of a ship and using that for an Augmented Reality concept demo. We took the ship and built an application that could easily recognise a business card; we had the ship display in the same environment or background as the business card. We then took it a step further and allowed the business card to be removed, leaving the “augmented” ship on the table, as if it was an actual model shrunken down to a more compact size. We also took the same 3D model and concept, reproduced it on a mobile device to allow flexibility in a platform that is commonly used, as well as creating a few 3D renders for marketing purposes. This is what our omni-channel approach to maximising exposure and budgets is all about.

 

 “The team are an absolute pleasure to work with, they have a unique can do’ attitude, even when asked to turn things around at a moments notice, which is often the case . For me, the content they create make the difference between a good presentation and an amazing one and that it why I would highly recommend them.

Kieron Summerhayes – Divisional Director at Telegraph Media Group

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