Introduction to Augmented Reality Art Trail
Sheffield has introduced an modern augmented reality (AR) art trail, superimposing images onto distinguished buildings around the town. This project is made possible with the assistance of Niantic Labs, the creator of Pokémon Go. The trail allows people to make use of a free app to scan QR codes on the bottom with their phones and see the artwork on their screens.
How the Art Trail Works
The Look Up project is funded by a government grant and supported by San Francisco software firm Niantic Labs. Installations will be seen at locations including Central Library and the old John Lewis constructing in Barkers Pool. Look Up codes are also sited next to the University of Sheffield’s Diamond constructing and Sheffield Hallam University’s Owen Building. The codes are at 4 locations in central Sheffield, including the library.
Marketing Sheffield’s Involvement
Mark Mobbs, place brand and marketing manager for city campaigns at Marketing Sheffield, said: "Ultimately what this project has created is a platform for the town of Sheffield. As far as we’re aware, no city has used augmented reality in this manner before, turning their centre and buildings right into a everlasting and free, fun art trail." Marketing Sheffield wants the trail to grow over time and develop into a novel feature of the town.
What is Augmented Reality?
AR is an interactive type of experience where your real-world environment is augmented, added to or enhanced using computer-generated content viewed on a smartphone, tablet or through special goggles. This technology allows users to experience the art trail in a brand new and modern way.
The Look Up App
The Look Up app is free to download and use. The project was conceived by Marketing Sheffield, which worked with local corporations with specialist skills of their field. It is funded by a grant from the Getting Building Fund. Megaverse built the app and platform; Universal Everything and Human Studio created the artworks, and Jaywing provided marketing support.
Conclusion
The Look Up project is a novel and modern solution to experience art in Sheffield. With the support of Niantic Labs and Marketing Sheffield, the town is becoming a hub for augmented reality art. The project’s goal is to grow over time and make Sheffield known across the globe because the only major city to have an AR art gallery as a part of the town itself. The Look Up app is free to download and use, making it accessible to everyone. This project is an awesome example of how technology and art can come together to create something latest and exciting.
