USE CASES

Last updated 25 July 2018

I´ll start collecting AR related apps and infos in this article here. Otherwise i lose track. I might rework the entire thing one day in order to categorize it. UPDATE 2019. Someone else took over. Check out: XR goes Pop.

GUCCI, JANUARY 2018

╦̵̵̿╤─ ҉ ~ EYEWEAR

I tested the Gucci-app yesterday on an iPhone X. You can overlay your face with fancy eyewear. Nothing new or special about that. Snapchat and Instagram have been doing that for some time. And even the german military has made use of that, promoting a Social-TV series with a Snapchat filter. More about that in german.

But Gucci is Gucci. They have used the MoodMe Face Augmented Reality SDK. And we will probably get used to trying on stuff virtually before buying. Or – even more spooky – we will ask the computer what to wear. Read everything you need to know about in this fantastic essay. Back to AR: Let´s see how things (sorry i was just about to say "innovative Brand Activation experiences") develop from here.

ICRC, MARCH 2018

╦̵̵̿╤─ ҉ ~ RED CROSS

“Enter the room” was conceived of and developed by French agency Nedd. It uses the "portal effect" which the agency introduced last year, relying on Apple’s ARKit technology.

The result is a new kind of immersive experience, somewhere between AR and VR, which pushes the feeling of presence to a whole new level. The experience, available on the iPhone (requires iOS11 and an iPhone 6S or higher), begins in real life: as users hold up their phone, a virtual door appears. They are then invited to cross the threshold and explore a seemingly ordinary child’s bedroom, as if they were really there.

The Inspiration Tree – Another AR App by Nedd

Enter the Room will tell the story of how urban warfare affects families.

COACHELLA, APRIL 2018

There was some AR related buzz today concerning Coachella. I repeat Coachella not Beychella.

╦̵̵̿╤─ ҉ ~ BOX

Users can activate an ar mode and view a colorful spectacle right on the cover of the box containing all your festival necessities.

╦̵̵̿╤─ ҉ ~ SHARK

Apart from the box AR pops up here and there too. If you for example want to have a dancing shark in your tent or wherever. Again. We do see stuff that we have seen someplace else. Like the Washington Post Olympics experience.

I am not a great fan of that one. Some eye candy. Fair enough. But the attraction of experiencing something new cannot hide the shallow feeling of no real value. But whatever. You can share the dancing shark in your Insta story. Fair enough. At least until everybody has seen these gimmicks.

╦̵̵̿╤─ ҉ ~ EMINEM

Oh and Eminem was using AR as well. Multimedia production shop Drive Studios produced a geo-tagged time-stamped exclusive concert experience. Okay. Again. Early days. Curious about AR concert experiences in 2028.

Rather than fighting the mobile phone phenomena, the megastar decided to lose himself in the moment… and own it.

Oh and there was art. Well we digg into that after i mention that Amex cashes in on Coachella with shoppable AR feature. Okay. Back to art.

American artist Katie Stout (the cover image above is taken from her Insta) will debut Display This Oasis, an augmented reality-based sculpture “that’s grounded in reality” and focuses on processing everyday objects through a special web-based app. Katie Stout’s first foray into digital sculpture was created in collaboration with Simaxiom, a digital art studio that specializes in architectural and product visualizations.

╦̵̵̿╤─ ҉ ~ ART

Sounds somewhat familiar. Well, maybe you have read an article on 4th wall back in January. Quote: Now, a new augmented reality app for Apple’s iOS is letting art lovers step inside the Los Angeles studio of a well-known visual artist, as well as literally walk through some of her three-dimensional VR pieces. Download and test if you like. By the way. It was programmed by the Drive Studios, the people behind Eminems app. Small world. Digg deeper into Virtual Vandalism if you like. Or try out ART-viewing.

╦̵̵̿╤─ ҉ ~ 4TH WALL

Second Edition 2018

Augmented Reality Will Reinvent How We Experience Art: "For Artivive CEO Codin Popescu, however, the experiential element will always be central to how people enjoy and relate to artworks. The key, he believes, is to use immersive technologies such as Augmented Reality to seamlessly add digital elements to those existing and well-loved experiences, making them richer and more accessible in the process. They want to become the go-to solution for artists, galleries and creators and change the way art is created and consumed while building a community and movement around augmented reality art."

AR in the context of a museum:

1) Who is your target audience? What kind of device?
2) What is your emotional goal?
3) What is your info objective?

AMEX, APRIL 2018

╦̵̵̿╤─ ҉ ~ JUSTIN

On April 6th, the American Express Music app released a new mobile AR experience called Outside In, in partnership with Timberlake. In the app the you are navigated by Timberlake, hearing his stories behind the songs of his new album Man of the Woods.

"As you interact within the app, you’re able to buy exclusive Man Of The Woods merchandise including t-shirts, sweatshirts, and flannels." (*)

Wow, Justin Timberlake is standing in my hotel room promoting his new album. “The first-of-its-kind,” Timberlake said. “[This] mixed reality experience uses cutting-edge technology to bring me directly to my fans; walk them through the concept of my new album and provide access to purchase specially designed merch in collaboration with Levi’s, Heron Preston, Ryan McGinley and more.”

Yeah. It is about the attention, the kids, the technology and the merch. Sorry to say, apart from the nice trees and some interaction this experience will work way better when we have glasses. I know that i repeat myself. But i promise to stop whenever we have a convincing wearable solution. Ta.

ZARA, APRIL 2018

Zara, the Spanish fashion retailer owned by Inditex -- the world's biggest clothing retailer -- will introduce augmented reality displays in April, the company said last week.

An effort to lure millennials into its stores.

Basically, after downloading the app to your phone, you can point the camera at everything from a mannequin to an empty Zara store window, to the screen on your e-commerce purchase and the clothing will come to life on a model for several seconds. From there, you can click to shop the look and related items (Teen Vogue)

╦̵̵̿╤─ ҉ ~ RETAIL

Shop the look now through Augmented Reality (Insta)

Wow if you want to see what NOT to do with AR ...check out the Zara AR experience.

Tom Emrich is not convinced (April 29th)

SOTHEBY´S INTERNATIONAL REALTY, MAY 2018

Curate by Sotheby’s International Realty allows consumers to visualize a home as their own before purchase by taking virtually staged images from a flat, 2-D screen into the house itself through the power of AR.

╦̵̵̿╤─ ҉ ~ REAL ESTATE

This app actually got me walking around in my digitally enhanced living room. This is not because it can do more than other apps but i guess the luxurious and curated objects (not essentially chosen with a sure sense of taste or not my taste) made the experience worthwhile. In the end i used this app for a duration longer than 30 seconds. And this is a lot in this content saturated times. Of course IKEA might provide a bigger practical use but – all in all – i can so much see the mainstream use case.

Yet again. I am telling you. We need glasses for a hands free experience. Mobile Screens to carry around serve as a crutch at best.

NYT – SYRIA´S CHEMICAL ATTACK, JUNE 2018

╦̵̵̿╤─ ҉ ~ JOURNALISM

"Our investigation found that the Syrian government dropped a chlorine bomb on this apartment in Syria. See the evidence in augmented reality." (*)

Step Inside the Thai Cave in Augmented Reality (July 2018) *

My personal AR journalism favourite so far. A bit late to the game. After the rescue but maximal value when it comes to AR usage. See the size of the cave holes in your personal space. Well done!