Augmented reality conquers the Gran Vía in Madrid
Wildbytes puts the avatar of Galician musician Sen Senra to sing his latest release for Pull&Bear Digital Show, an augmented reality experience with which the brand has presented its new flagship store.
A QR code is more than enough to turn Madrid’s Gran Vía upside down without having to disrupt traffic on this busy street. The experiential innovation agency Wildbytes has demonstrated this through Pull&Bear Digital Show, a state-of-the-art augmented reality experience. The action, developed for the presentation of the new Pull&Bear flagship store located in this famous street, consists of a 100% digital musical performance in which the emerging singer Sen Senra represents one of his latest songs: No quiero ser un cantante (I don’t want to be a singer).
During the performance, the brand’s flagship store is transformed into a space surrounded by 3D elements that invade Gran Vía and surround passers-by. Futuristic materials, a rain of psychedelic spheres falling from the sky… all the elements are synchronized with the music and the show of the singer’s avatar, who even surfs through the air at one point of the digital show.
As for the technological component, the experience features ARCore Geospatial API and VPS, a system rarely used until now “that synchronizes with Google Street View to analyze the environment and triangulate the user’s field of view to locate virtual objects in the real world with a precision not seen until now.”
The Pull&Bear Digital Show was also broadcast via Instagram Live in collaboration with Creative Shop Meta with the opening of the new store. However, anyone can view it by scanning a QR code located in this brand’s flagship store.
Source – https://www.eventoplus.com/casos/la-realidad-aumentada-conquista-la-gran-via-de-madrid/
