AR/VR/Web3 Insights
On Tuesday night (Sept. 6),?Lil Nas X?kicked off his highly-anticipated headlining tour in?Detroit?and welcomed a surprise guest into the venue: augmented reality. Thanks to?Snap’s new multiyear partnership with?Live Nation, which?Billboard?detailed in a?cover story?earlier this year, Lil Nas X becomes the second artist to incorporate the technology into his live show, following his friend and collaborator?Jack Harlow. (Billboard)
Coca-Cola and?Tomorrowland?are teaming up for a musical augmented reality (AR) experience that has you stepping into the?Coca-Cola Dreamworld?universe. Dreamworld is the first limited-edition Coca-Cola flavour and trademark product to blend a virtual fantasy world with reality, creating a portal into an energetic and uniquely animated world where anything is possible. They gave fans a taste of “outer space” through their?Starlight?beverage and then followed up with the gaming and metaverse-inspired Coca-Cola Byte. (VR Scout)
On September 8, Disney+ announced it is offering its subscribers a new AR experience in conjunction with the short film “Remembering,” starring and produced by “Captain Marvel” Brie Larson and directed and written by filmmaker Elijah Allan-Blitz. The eight-minute-long movie features a companion augmented reality app that allows users to scan their TV with an iOS device to watch an extension of the movie on the small screen. (Tech Crunch)
Facebook parent Meta Platforms Inc. has acquired Lofelt, a Berlin startup whose technology aims to replicate the illusion of touch in virtual reality, the tech giant said on Friday.?The acquisition, completed weeks ago but only made public on Friday in response to questions from The Wall Street Journal, comes as Meta is locked in a legal battle with the Federal Trade Commission over its push into virtual-reality technology. (The Wall Street Journal)
Meta?will hold its annual virtual reality conference, Connect, on Oct.11, CEO Mark Zuckerberg announced on Tuesday. In an?announcement post on Facebook, Zuckerberg appears to be wearing a new headset, which is likely Project Cambria, a highly anticipated and powerful mixed-reality headset. The product and how it is received will be a key test of Zuckerberg's efforts to pivot the Facebook parent company to creating virtual reality and augmented reality hardware. (CNBC)
Italian luxury brand BVLGARI will open an exclusive virtual world on ZEPETO,?Asia's?biggest metaverse platform. Running from?August 31, 2022, it will include a pop-up store "BVLGARI SUNSET IN JEJU" and provide visitors with online and offline experiences. The pop-up store and a café, physically located in Parnas Hotel Jeju are virtually created in BVLGARI ZEPETO World so visitors can experience and have fun without visiting the real location.?(Yahoo Finance)
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AR fashion platform?ZERO10?has teamed up with?Crosby Studios?to launch a digital-only clothing?pop-up?with an IRL twist. Located in?New York City, the immersive?retail?concept seeks to expand the ever-evolving?digital fashion?ecosystem by making it accessible through a first-of-its-kind shopping experience. With the interior design and five-piece collection designed exclusively by Crosby Studios, the pop-up invites visitors to experiment with digital fashion garments by scanning QR codes through to the?ZERO10 app. Guests will be able to try on the digital clothes in real time or upload an image from their camera to digitally tailor the garments onto their images using ZERO10’s proprietary AR clothing technology. (Hypebae)
For the launch of HBO’s highly anticipated?“Game of Thrones” prequel, “House of the Dragon,”?HBO Max is partnering with Snap and Atomic Digital Design to give users access to in-app AR experiences. The immersive experience includes a new selfie and worldview Lens that leverages sky segmentation technology and takes snapchatters inside a fantasy world with fire-breathing dragons flying above them. (Atomic Digital Design)
Microsoft will start delivering combat-ready HoloLens goggles to the U.S. military
After years of controversy,?Microsoft’s HoloLens?project just got its first order from the U.S. military. Bloomberg?reported Thursday that Microsoft would deliver the initial units of its Integrated Visual Augmentation System (or IVAS) goggles to the military after “encouraging results” from field testing. The goggles, which provide a heads-up display and night vision capabilities for soldiers in the field, are based on modifications to Microsoft’s existing?HoloLens?augmented reality technology. (Mashable)
The concept of?virtual mobility?has long been used to describe how the internet can provide an accessible alternative to activities that usually require physical mobility. Virtual mobility was in full swing during the pandemic, as work, entertainment and socialising efficiently moved online. The metaverse – the next phase of the internet powered by virtual and augmented reality (VR and AR) – has the potential to?take things even further. (The Conversation)
Meta is on a mission to provide a better platform for creators to build an audience and monetize that attention, in the hopes that this will see them increase their reliance on its apps and tools, and keep them posting more often. And in a broader-term view, Meta’s also hoping that it can rope in the next generation of creative talent to help lead its metaverse charge - because it’s creators and stars that will ultimately build next-level experiences, and bring their audiences across to this advanced digital plane. Its latest development on this front is a new ’Creators of Tomorrow’?showcase, through which Meta will highlight a range of creators from across Europe, The Middle East and Africa. (SocialMediaToday)
Want to check out our augmented reality projects? Follow us?here?on LinkedIn or on Instagram?@atomicdigital.design.
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