As part of Grazia’s 10th Anniversary exhibition at the Getty Image Gallery, Engine Creative delivered a range of experiences to showcase the social side of augmented reality:
“Combining Grazia’s unique design with Getty Images’ iconic photographs, Grazia10 takes visitors on an interactive journey through the pages of the magazine and the fastest-paced decade the world has seen.”
The unique exhibition covered the history of one of the UK’s most popular weekly magazine, fashion, future fashion as well as series of TenTalks with luminaries including BBC presenters Mishal Husain and Emily Maitlis.
As part of the exhibition, the Grazia Extra app was updated to enable visitors to interact and share their unique Grazia10 experiences across social media using the exhibition campaign hashtag #Grazia10.
Augmented reality experiences at the exhibition included users being able to scan the Grazia timeline wall to reveal exclusive video content as well as scanning a giant image of Jennifer Aniston and play the online interactive ‘Jeneration Game’.
Amongst all of the AR experiences, the biggest draw of the exhibition was the ‘put yourself on the cover of Grazia’ interactive feature. Enjoyed by an exclusive VIP audience, visitors could stand in front of a giant Grazia image, choose their headline, take a picture and post their experience across social channels.
The combination of augmented reality experiences at the exhibition made for great social activity that visitors could be part of and that drew in new visitors through the promotional #Grazia10 hashtag.
The success of Grazia’s 10th Anniversary exhibition activity has resulted in more interest for brands to create augmented reality experiences with a heavy social focus within exhibition and event environments.
Using our very own augmented reality and location-aware platform Reality Engine (the technology behind Grazia Extra, Tesco Discover and Ogle amongst others) also means that brands can tap into geolocation functionality, delivering targeted content to audiences as they arrive at exhibitions and events.
The future of exhibition and event experiences is evolving quickly and augmented reality is rapidly becoming a technology which could change the way we experience galleries, museums and events forever.