Gorillas “Skinny Ape” AR Experience

23. December 2022

In December 2022, the virtual band Gorillaz introduced an innovative augmented reality (AR) experience to promote their single “Skinny Ape.” The band orchestrated immersive performances in New York City’s Times Square on December 17 and London’s Piccadilly Circus on December 18, utilizing AR technology to blend digital artistry with real-world environments.

Fans were invited to these iconic locations to witness larger-than-life digital avatars of band members Murdoc, 2D, Noodle, and Russel performing amidst the urban landscapes. The experience was facilitated through the “Gorillaz Presents” app, available on both Android and iOS platforms, allowing users to view the performances via their smartphones.

The project was a collaboration between Gorillaz co-creator Jamie Hewlett, director Fx Goby, and Nexus Studios. It leveraged Google’s ARCore Geospatial API, which integrates AR content with real-world locations using data from Google Maps. This technology enabled the precise placement of digital elements within the physical spaces of Times Square and Piccadilly Circus, creating a seamless fusion of virtual and real-world elements.

For those unable to attend the live events, the AR performances remained accessible through the “Gorillaz Presents” app into 2023, offering a tabletop version that could be experienced in various locations.

This endeavor exemplifies the potential of AR technology in the music industry, offering fans novel ways to engage with artists and performances. By transforming public spaces into interactive stages, Gorillaz set a precedent for future integrations of technology and live music experiences.

Sources: Inavate Magazine, Medium

21. February 2024

Europapark “Voltron ChARge” AR Experience

In collaboration with Europa-Park, Curious Company developed “VOLTRON chARge,” an immersive Augmented Reality (AR) experience designed to promote the park’s upcoming roller coaster, Voltron Nevera. This interactive app transports users into Nikola Tesla’s workshop, where they assist in completing a critical experiment by performing tasks such as opening valves, connecting electrical contacts, and activating switches—all under time pressure to prevent Tesla’s pursuers from intervening.

The app features a meticulously detailed, interactive 2-meter-wide experiment table, allowing users to physically engage by bending, stretching, and moving around their space, thereby enhancing immersion. Its user interface draws inspiration from steampunk aesthetics, ensuring that the focus remains on the experiment’s intricate details. Seamlessly integrated into the Europa-Park app, “VOLTRON chARge” is optimized for both Apple and Android devices.

The experience has garnered significant attention, earning two silver awards at the ADC competition in 2024 and reinforcing Europa-Park’s reputation for innovation. Curious Company, recognized as the Rookie Agency of the Year in 2024, continues to push boundaries in immersive storytelling through AR technology.

“VOLTRON chARge” exemplifies the fusion of immersive storytelling and cutting-edge technology, setting a new standard for interactive experiences in the theme park industry. By blending physical movement with digital interaction, it offers users a unique and engaging preview of Europa-Park’s latest attraction.

Source: Curious Company

6. April 2014

Google Spotlight Stories

Google Spotlight Stories was an innovative storytelling platform developed by Google’s Advanced Technology and Projects (ATAP) group. Launched in 2013, it explored the future of immersive, mobile-first storytelling by combining animation, 360-degree video, and interactive elements. The goal was to push the boundaries of narrative by allowing viewers to look around and explore scenes from multiple angles—essentially becoming part of the story.

Designed primarily for smartphones, Google Cardboard and VR headsets, Spotlight Stories offered a series of short films created in collaboration with top-tier directors, animators, and studios. Notable titles include Pearl (nominated for an Academy Award), Sonaria, Duet by Glen Keane, and Special Delivery by Aardman Animations.

The platform allowed creators to experiment with spatial audio, branching narratives, and viewer-directed perspectives. Instead of passively watching, audiences could look around in real time, influencing how they experienced the story. This made each viewing unique and added an element of interactivity.

Though Google discontinued the project in 2019, Spotlight Stories left a lasting impact on the evolution of immersive media. It paved the way for new forms of storytelling in VR, AR, and 360-degree video, inspiring creators and tech companies alike to explore the possibilities of interactive cinema.

The project is offline now, but you can still watch the recording of PEARL

30. June 2022

CLAAS Harvester AR App

CLAAS, a leading agricultural machinery manufacturer, has teamed up with Luxoom to introduce SHOW SMART, an innovative mixed reality (MR) tool designed to revolutionize how their machines are presented at trade shows and sales meetings. This tool enables interactive demonstrations, allowing users to explore the features of CLAAS machines in real-time through virtual experiences.

The SHOW SMART app is designed for ease of use, operated via an iPad Pro, and lets users interact with machinery models without needing physical machines on display. This allows for a deeper understanding of the machines’ capabilities, making it ideal for environments like press conferences and sales presentations.

What makes this tool particularly effective is its versatility. It can be adapted to different presentation settings, providing a hands-on, engaging experience for audiences of all types. Additionally, the app was developed with input from CLAAS product experts, ensuring it is both user-friendly and functional for employees worldwide.

By integrating MR technology, CLAAS enhances its customer engagement, providing an innovative way to showcase the advanced technology behind their machinery. SHOW SMART is a prime example of how digital innovation can be used to effectively communicate product features and elevate the overall customer experience.

Source: Luxoom