Few brands were more keen about augmented reality as Lego, which has now expanded his AR experiences of toys to themed parks.
The brand recently opened a brand new attraction that Mythica: World of Mythical Creature in Legoland Windsor in Great Britain.
Visitors who download and install the Legoland Windsor Resort app can scan 4 codes which might be positioned next to the statues of Chimera, Alicorn, Hydra and Sky Lion. When scanning, the app opens virtual portals through which visitors can photograph the AR creatures, collect digital cards and display the background story of the person creatures.
Lego
In addition, the app, which is offered for iOS and Android, facilitates a separate series of AR experiences within the park or at home. Users can open virtual portals for Magical Forest, Hidden Valley, Raging Seas and Mount Lava, where they find hidden objects, acquire creature cards and learn more in regards to the latest attraction of the park.
“Mythica is all about promoting creativity and releasing the imagination of youngsters who’re our real heroes,” said Ash Tailor, Vice President of Global Brand and Marketing Director for Legoland. “Through the incredible flying theater experience, a premiere for Great Britain and the magic of AR, we will bring this brand latest world for youngsters like never before with Legoland Windsor and really show the journey of Lego characters to mythical creatures.”
Lego
Lego was based on the AR platform of Zappar and the interior AR team to construct the AR experiences.
“This is absolutely a dream project through which you may work with such an iconic brand, an event location and a brand new IP, which is so beautiful for the augmented reality with its interaction between the true world and Lego Mythica Empire, which is known as up via portals and Vortexes,” said Caspar Thykier, co-founder and CEO in Zappar. “The challenge was to offer a spatial storytelling that improve and add to the incredible physical experience that the cornerstone of a fantastic day in Legoland Windsor Resort.
The AR activation of LEGO just isn’t the primary instance of AR experiences that were specially created for themed parks. This yr the Universal Studios Japan AR headsets used his Immersive Mario Kart Bowser's Challenge Ride in Super Nintendo World. Previously, Snapchat worked with Disney Parks and Six Flags to bring geofenzied AR experiences to several parks.
Lego, nonetheless, was either an innovator or an early user of the augmented reality in various phases of the fashionable mobile era. Apple invited Lego on stage at WWDC 2017 to introduce the Arkit's AR skills and again at WWDC 2018 to show continued multiplayer experiences for ARKIT 2.0.
Google also worked with LEGO as Early Arcore user and presented the work of the brand during Pixel 2 start event.
https://www.youtube.com/watch?v=ZZHTIM70XTG
Lego has also recently been as an Early Access partner of Snap together with his reconstruction of the world -AR experience, which relies on the brand new Connected Lens technology from Snapchat and unveiled Summit through the recent Snap Partner.
Since the introduction of Arkit, Lego has launched several toy lines and corresponding mobile apps, including Playgrounds, AR-Studio, Hidden Side and Vidyo.
Official brand partnerships also brought Legos to life in AR, including a virtual pop-up shop in Snapchat for Kabooki and a web-based AR experience with eighth Wall-Web for the LEGO Masters TV show on FOX.
LEGO's latest AR experience shows that the brand takes the role of technology seriously when improving its existing retail and entertainment business, and the strategy can only develop into more relevant with the arrival of smartlass of consumer quality.
Cover picture about Lego
