British rapper Giggs is the latest artist to experiment with augmented-reality (AR) technology. In this case, Island Records has created an AR experience with a rooted physical location: a mural on a wall in Shoreditch, London.
The idea is that fans download an app called AR E2 (QR codes will be provided on the wall to help with this) and then point their smartphones to see the mural come to life, inspired by Giggs’ album-launch video. This is all to promote the ‘BIG BAD…’ album, which is being given a big push by the label.
The AR experience will last until 7 March – the wall itself is being used by a range of other brands and artists too.