This time however I’ve decided to do something different. I’ve decided to focus my attention on Augmented Reality.
As with VR, there’s plenty of talk out there about how wonderful AR is and the incredible potential it offers us. There’s also a lot of talk about how much better it is than VR, which I find comically absolutist. Surely it’s circumstantial?
In any case, I’m interested in what people in the real world are currently doing with this emerging technology, so I’ve collated the following examples.
For its part, Niantic is continuing to evolve Pokémon Go with occlusion, by which the augmentation integrates with the background environment. (For example, a monster pops its head up from behind your couch.) Word on the street is this kind of next level immersion will feature in their upcoming Harry Potter spinoff.
Some companies are also using AR to educate their customers. In my previous blog post Educate everyone I praised Hyundai’s virtual guide which helps Sonata owners maintain their vehicle. Another car maker, MINI, has glasses that not only provide its drivers with navigational prompts, but also lets them see through the car.
Customer education blurs with marketing, and prime examples of the latter are ModiFace’s hair colour and nail polish previewers. In a similar vein, Kinect lets you try on clothes, Lacoste lets you try on shoes, Shop 4 Rings lets you try on jewellery, while Speqs completes your look with glasses.
In regard to the point-and-play type of AR, one of the most impressive I’ve seen is that of winemaker 19 Crimes who brings the convicts on their labels to life. The eerie black-and-white treatment reminds me of Koko tormenting a cat in The Clown’s Little Brother – which was released back in 1920!
My coverage of augmented reality here is by no means exhaustive; it simply represents the instances I’ve stumbled upon recently. If you are aware of another real-world example, please share it via a comment below.
For more virtual reality, follow the #VRwolweek hashtag on Twitter and I encourage you to participate yourself.
In the meantime, who fancies running an #ARwolweek…?