Posted on January 31, 2017

Within this article we look at a few examples of how AR, VR and MR can revolutionise a simple brochure into a unique, innovative, engaging experience.

Before we start this article we feel we must convey the meaning between the often confusing acronyms: AR (Augmented Reality), VR (Virtual Reality) and MR (Mixed Reality).

What is Augmented Reality?
AR technology adds a digital layer to a real-world experience. It can be as simple as superimposing new elements like video, graphics, sound or 3D models to a traditional form of printed media. It's a technology which we've been spearheading here at Sugar for several years — click here for examples of our AR work.

What is Virtual Reality?
VR is a wearable technology whereby the user is immersed within a computer-generated environment that can be interacted with in a seemingly real or physical way. Examples of the technology can be found through Facebook's Oculus Rift, PlayStation VR and the Samsung Gear VR.

What is Mixed Reality?
MR is a flexible technology which combines real and virtual worlds to create a unique immersive experience. Examples like Canon's MREAL System help bring 3D models to life as if they were real world objects.

British Academy Cymru Awards brochure — Augmented Reality
We were approached by British Academy Cymru to add a digital layer of interest to their printed brochure by using Augmented Reality, helping to celebrate their 25 year anniversary.

We created the 'British Academy Cymru Awards app' to be used in conjunction with the brochure which provided the ability to access exclusive content including: 2 documentary featurettes, an interactive gallery showcasing photos from past award ceremonies and a 3D model of the British Academy Cymru award.

Posters throughout the venue also adopted AR with the experience superimposing a digitally rendered image of the British Academy Cymru award. This encouraged the event attendees to virtually hold the award and share with their friends across social media.

Visit our case study for further information about this project.

Brighton Fringe brochure — Augmented Reality
Brighton Fringe is England's largest arts festival and one of the largest fringe festivals in the world. By utilising Augmented Reality technology on the front cover of their programme it enabled event attendees to experience Brighton Fringe like never before. The accompanying '3D Fringe' app reveals a visually interesting 3D scene showcasing a glimpse of what the event has to offer, a digital feast for the senses'.

Inside pages of the brochure also enabled AR games to be accessed which included: RamJamga (a Jenga-style game), Save the Kittens (a bizarre match of strategy) and AR-Team (a driving game filled with obstacles).

Click here for further information about this project from RamJam.

BeThere Book — Virtual Reality
The BeThere Book is an easy to assemble VR brochure, just open, unfold, insert your smartphone and lose yourself within an unforgettable Virtual Reality environment. The Book has the ability to add pages, enabling you to put more information about other related products and services.

The potential is without bounds as you can imagine it being used for educational, entertainment, travel and all manner of usages. It's interesting to note that the tourism business, TUI Group (formerly Thomson Holidays) announced how they were dispensing the use of traditional brochures instead looking to provide richer content in-store through Virtual Reality and Augmented Reality.

'We still see a strong demand for the personal touch, which is why we see our stores continuing. Rather than being a sales and distribution centre for brochures, the stores will become experience centres'.

— Jeremy Ellis, Marketing Director, Thomson & First Choice 

Coeur d’Orly — Mixed Reality
The Coeur d’Orly app brings to life a Parisian commercial real estate employing a Mixed Reality experience blending AR and VR technology together. The brochure when scanned enables the user to see a a 3D model of the complex in Augmented Reality, plus has the ability to immerse yourself within the development using Virtual Reality.

The above examples are a glimpse of the potential achievable through AR, VR or MR with the possibilities limited only by your imagination.

If you'd like to discuss a project utilising any of these emerging technologies, helping set your brand apart within the marketplace please contact us.