Source: Google AR, youtube
What is spatial augmented reality, and how is it different from AR?
Spatial augmented reality is digital overlaying onto the physical world without depending on handheld devices or head-mounted VRs. This user-centric integration alters the appearance of the physical surface and creates an immersive experience, catering to users who seek closer interaction with digital elements.
This type of AR, commonly used for projection mapping, interactive exhibitions in art and museums, and industrial design of prototypes or buildings, democratizes the AR experience. Unlike traditional AR, which is visible only through devices, SAR can be viewed through any tangible gesture or space, making it accessible to a wider audience. SAR has evolved the idea of augmentation from gaming, navigation, and retail applications, bringing it to the masses.
Source: iStock
Applications of spatial augmented reality
Engaging advertising campaigns
Many premium brands are using SAR for innovative advertisement ideas and dynamic approaches. From projecting content on buildings to pop-up events or installations, customers are becoming more attracted to the brand’s ideas. This has helped increase sales by 40% and gives a better understanding of how the customer previews the advertisement. Many misunderstood the feature concept, so SAR has cleared all doubts and connected the customer with the brands.
Entertainment and Gaming
Stage productions use SAR to enhance the audience’s experience. For games, it contributes to escape rooms and add an interactive layer while illuminating hidden clues and environmental changes. Besides, many board game enthusiasts can play real-life board games with a hint of SAR-producing game elements.
Immersive product displays
Regarding branding and advertisement, the most premium move is product displays. Traditional board displays don’t attract GenZ or even clarify the idea behind the showcase. SAR is now quickly taking over this method and visualizing the immersive experience through innovative colors, styles, and configurations. There is no more need for multiple physical prototypes.
Visualizing architectural designs in real-time
Implementing SAR into the presentations interactively increases the clients’ attention to the project. Architects have widely used this initiative during meetings to help clients explore various design options. Spatial AR can also help instill design changes, materials, and lighting conditions tailored to client needs.
Inspiring use cases of spatial augmented reality
Jordan Sanlitun opening
The evolution of Nike’s Jordan Brand has given an interactive experience driven by immersive SAR innovation called ‘World Of Flight’ at Beijing Sanlitun. The cutting-edge technological approach mixed with creativity and cultural offerings brought visitors and speculators together to explore the legacy of Jordans. By downloading the app, users can scan the shirts and get instant updates on the product with creative elements.
Livat Shanghai Opening
With smart technology comes smart experiences. Livat’s interactive screens provide seamless navigation for locating stores and restaurants in the shopping center. The real-time map guides help users swiftly understand the navigation and enjoy exclusive deals tailored to customer needs. Buyers can explore eco-friendly initiatives and focused points with sustainability at their fingertips.
Changsha IFS AR Campaign
For a future-ready experience, Changsha IFS AR launched a campaign to celebrate Lunar New Year. This immersive experience lets dedicated SAR screens showcase the visuals of the lunar new year. Users could take festive-themed selfies with elements like firecrackers and dragons in the back, an exceptional picture for online sharing.
Yayoi Kusama’s iconic AR “Flowers”
The SAR tribute to Yayoi Kusama’s Flowers is a mesmerizing experience of art blending with technology. The interactive Polka Dots is a reimagination of signature style with digital dimensions. The cutting-edge technological approach is an intense preview of a floral wonderland, creating an everlasting artistic landscape.
Poly & Beijing Shijingshan AR exploration
The Poly and Beijing Shijingshan AR exploration is one of a kind, featuring flying astronauts and digital elements. Digital flower visuals provide an interactive experience, and the projections take effort to avoid. Flying whales and astronauts on planets are surprisingly attractive to a new generation who wants a hint of property without the boring, old style.
Kivisense’s “The Sun” AR Mural
Witness the fusion of art with technology in Kivisense’s ‘The Sun’ AR Mural. With lifelike elements bursting into glowing flares and celestial patterns, the cultural and mythological significance turns viewers’ heads. Embedded with SAR, this shared experience was educational and had a very artistic connection to the mural’s theme.
Advantages of spatial augmented reality
Real-time interaction with physical objects
Engaging directly with physical objects through dynamic projections is an efficient way of grabbing attention. Blending digital and real-life worlds with a dependency on physical objects for preview is an intuitive learning and task execution method.
Increased engagement and immersion
The vivid and interactive visuals captivate the audience, immersing them in the advertisements and driving engagement. This demonstrates the SAR-driven experience in a realistic approach of the premium step followed by lesser complex details and more accessibility.
A better understanding of complex information
SAR is a game-changer for communication as the visuals come from the screen and do not require another screen to preview them. This indicates that the complexities of technology visually present data in context at industrial and premium levels. SAR makes abstract and intricate data easier to interpret in a way that makes visuals more prominent to the eye and makes understanding complex information easier. This integration is seamless into real-world settings and reduces learning curves.
Future trends of spatial augmented reality for DOOH
The SAR-poised trends are becoming a trend with cutting-edge technology and creative storytelling. Over 80% of the consumers will believe in the augmentation in the next five years. The DOOH experience is called Digital Out of Home advertisement, which means giving something beyond expectations. When Disney released Doctor Strange movie, the SAR technology was used to attract visitors. Anybody could swipe the screen and open portals of their choice.
The demographics were so attractive that many premium advertisements took steps after that. The future is hyper-personalized experience, gamification in public spaces, and brand storytelling. Integrating sound and haptics with multi-sensory engagement will send sustainability messaging leveraging SAR.
From personalization to enhanced interactivity, SAR showcases projected surfaces where gestures can navigate features. This seamless blending is becoming popular even in urban environments, where building facades, streets, and public spaces are used.
Source: Google AR, youtube
Conclusion
Spatial augmented reality is revolutionizing technology and continues to push the boundaries of creativity and technology into interactive canvases. From advertisement to exploration of reshaping the experience, SAR fosters stronger bonds with the audience and projects engagement. Kivisense is here to help all those premium brands who want advanced exploration into the market through SAR or augmentation. This approach is currently reaching millions through Kivisense try-ons. We are currently delivering memorable moments tailored to each client’s demands. Contact us now.
