Aquent Aquent

Aquent go to Emerce Digital Marketing Live 2019

by Lisa Trapman

Aquent go to Emerce Digital Marketing Live 2019

What an insightful day we had at this years Emerce, Digital Marketing live in Amsterdam. It was a creative fusion of representatives from the likes of Pinterest, The Van Gogh Museum, Schiphol Group and so many more. 

We were fortunate to have one of our long standing Talent Boris Thorbecke give an enthusiastic and thought provoking presentation on “Augmented Reality”.

Boris has worked on projects where the use of forward thinking creativity has allowed for a more personal customer experience. When at Jacobs Douwe Egberts he helped create a coffee machine that recognises you, knows your moods, serves your favourite blend, tells you a joke while you wait and reminds you to bring coffee to your colleague that shares your coffee preferences.

It’s this type of innovation that has lead Boris to his passion for augmented reality and how this combined with art could potentially lead to something rather exciting. His inspiration for his project drives from a passion for art and freedom of expression. The idea he is exploring is to create an App which allows artists to place their “art” anywhere around the world for all to see using augmented reality, in what he is calling Augmart. Essentially, Augmart is about hacking the public space and transforming your city into an open air gallery. 

Imagine, whilst on your travels you visit The White House. You’re about to take a selfie in front of the gate when you get notified that there’s an artwork of your favourite artist sitting right on top of the famous landmark. 

The message directs you to the app that tells you to point your camera at The White House and low and behold, a huge golden phallus like shape hovers over this icon of absolute power like something from an alien invasion movie. This is the brainchild of the artist Jeff Koons, by usinf mixed reality (XR) and the Augmart app his art can make a virtual statement for all to see.

This could be the future with augmented reality, the possibilities are endless.

About Author

Lisa Trapman leads our offices in The Netherlands & Germany as Managing Director.

Author's Website

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