Mobile augmented reality (AR) allows digital information to be overlaid onto the real world when viewed through a mobile device camera. The document discusses AR applications in cultural heritage, design, astronomy, commerce and more. It provides examples of AR being used in the arts, such as interactive murals and installations that bring street art to life. The document also brainstorms ideas for using AR in arts marketing, such as allowing audiences to try virtual costumes or showing actors in costume via overlays.

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2. National Arts Marketing Project
Breaking New Ground: Exploring the
Arts with Augmented Reality
Saturday November 9th, 2013.

3. •
Salvador Acevedo, moderator
•
Jenny Carden
•
Nettrice Gaskins
•
Matthew McGraw

4. What is mobile augmented
reality?

5. Mobile Augmented Reality (AR) is the overlaying of
digital information onto the physical environment,
viewed through a camera-enabled phone or other
mobile devices.

6. AR Beginnings
•1957 Sensorama
•1992 – KARMA
•2000 ARQuake
•2008 Smartphones

7. AR Now
•Cultural heritage artifacts
•Translation Software -Word Lens
•Interior Design – Ikea Catalog
•Astronomy - Star Guide
•Virtual Dressing Rooms - Webcam social shopper &
Maybeline (Blippar)
•GPSBased - Hotels.com (Wikitude) / Stella Artois
•AR m-Commerce - AMC Theatres
•Google Glass - ready for useful apps
•Children’s books - Ice Age
•3D object tracking
•Gaming - Google’s Ingress
•Architecture
•Printer Repairs

8. AR in the Future
•Containment v/s information everywhere - Domino’s
Pizza
•Apple, Google and Microsoft all filed for major AR
patents - i Watch Hands free
•Facial Recognition Tech
•Computer Brain Interfaces
•Contact Lenses
•Meta Space Glasses (play chess, legos, create an object
and then use a 3D printer to print it.)
•CastAR glasses – projections
•Medical Surgery
•CastAR glasses – projections
•Personalization - Imagination, Thoughts and Desires
•Geographical boundaries

9. What are the applications in
the arts?

10. Reimagining Public Space
Augmented Reality for Open
Spaces (AROS) Mural in
Albuquerque, New Mexico
Re+Public's mobile application
digitally resurfaces walls and
buildings in urban centers.
The Heavy Projects and Jordan
Seiler's Public Ad Campaign
digitally augmented and animated
five murals.

11. Re+Public App

12. AR in the Arts - Examples
•Gurilla Theater - bubbles on unasumming passerbys
•Rouge AR installation Guirilla Art at the MOMA by
Manifest.AR
•AR Interactive Movies
•Street Art – Chalk 3D Leon Keer
•Posters come to life – Museum Example
•Experimental Art - Oregan Ballet Theater created fonts
using dancer movements
•Museum Art Exhibits at Eyebeam NYC – AR Tattoos given
to visitors come alive.
•Heat Map - explore virtual art in a square in Toronto
made by Crowd-Optic/Loreal

13. What are the applications in
marketing?

14. Mobile Augmented Reality Development Pipeline
Platforms
Software
Development
Kits (SDKs)
Proprietary
IDEA
Generation
Open
Training
Capabilities
Testing
Applications
Policy
Value
UI
Integration
Ubiquity
Targeted Engagement
Created by Nettrice R. Gaskins nettrice@gmail.com
USER
Experience

15. Wow Factor
•Installation Hurdle
•Simple but Clever
•Interactivity
•Sharing Videos
•Installation Tools

16. AR in Arts Marketing Brainstorming
•Allow audience to try on a costume
•Teach people about your organization’s staff by doing
simple AR image overlays
•Show actors in street clothes and then with an AR
overlay show the costumes or makeup.
•Show a 3D model coming out of a brochure or catalog of
a new building project
•Create a game where people need to discover clues as a
build up to an event.
•Connect a AR campaign to a web component (ie you
have to enter a word into a webpage to get a discount or
other information.

17. Friday NAMP Portland Zenka Installations

18. Let’s play!

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