brand-e

Augmented furnishings. Online interior design and homeware outfit mydeco.com has partnered with Dassault Systemes to launch a free augmented reality iPhone app, Furnish Your Photo, which enables users to add 3D models of furniture to photos of their rooms so they can see how items might look in their homes.
“This isn’t an example of an [...]

By Steve Mullins. Annual watch. JWT has come up with 100 Things To Watch In 2010. Well, we don’t have the space to run an exhaustive list, but we do reserve the right to cherrypick on your behalf.
There’s augmented reality, of course, which the agency says will make its way into the hands of mass audiences this year. “Marketers are getting in on the act, including GE and HP, whose AR game Roku’s Reward has players chase virtual images… on a phone’s screen.”

Virtual footwear. adidas has launched a limited-edition line of sports shoes, with the sneakers doubling as gaming devices. The adidas Originals AR Game Pack shoes come with an augmented reality code printed on their tongues. When users hold this up to their webcams, they’ll get the adidas Originals Neighborhood vitual world which will feature a [...]

By Simon Fuller. AR reality. Yuza Mobile is pretty big on augmented reality right now. The UK-based mobile tech outfit has just rolled out its SKAN – Private Label AR engine, allowing brands to enter the augmented world quickly and cost-effectively. And come spring, Yuza will be launching its SKAN AR browser, which will draw many AR channels into one common destination.
Although full details on SKAN AR have yet to be revealed, Yuza Mobile CEO Richard Skaife talked to brand-e about the philosophy behind the browser – and Yuza’s take on the fast-developing AR sector.

By Simon Fuller. Augmented iPhone. More brands – and their fans – are set to get a piece of augmented reality action, thanks to a new AR engine from UK-based mobile tech outfit Yuza Mobile. SKAN – Private Label, for the iPhone, combines cutting-edge augmented reality with a content management system to enable brands to quickly get involved on the AR app scene. Though not at ridiculous prices.

By Simon Fuller. AR showroom. Augmented reality pioneers Zemoga are so devoted to the continued development of the art that they’re unveiling what they call an ‘AR practice’ to further their explorations.
For the US-based outfit, there are few limits as to how and where AR might be deployed, and the practice will focus on developing augmented reality across a raft of industries, from retail and consumer products, to the automotive and pharmaceutical sectors.
“[There are] opportunities for varying types of engagement,” says DJ Edgerton, CEO and co-founder of Zemoga. “For example, the healthcare industry has a deep need for new engaging ways to illustrate to consumers and physicians alike how drugs [and] devices work.”

More mag. Now Benetton has gone all augmented reality with its Colors magazine. You’ll find those funny codes printed throughout the pub, together with the message ‘this magazine is incomplete’. The clothes brands urges you to visit the Colours website where you can flash your flimsy paper copy at your webcam. The result? Footage for [...]

Augmented novelty. Even the dusty traditional world of book publishing can’t resist the lure of augmented reality. Penguin is claiming that it’s the first US publisher to employ AR, and that in a campaign that certainly has bite.