Landsec, the Piccadilly Lights owner, and Ocean Outdoor are examining augmented reality to connect the screen to viewers and induce immersive experiences.

The technology is developed in partnership with Darabase and is delivered through their platform. The tech uses different techniques like a virtual model to replicate the Piccadilly screen’s sweep and scale to produce large-scale mobile augmented reality experiences amplifying the big-screen image on a smartphone.

By connecting users to the screen through Piccadilly’s wifi network, mobile AR offers users to view and play with dynamic and immersive content. Users can use their phone to pop a 3D champagne bottle’s cork and see the bubbles comes out of the 3D bottle or play interactive games, or activate the display of virtual fireworks.

During big events like Pride London, mobile AR can show a virtual rainbow right above the curved screen. Some additional features support companies in bringing their products to life and allowing users to view and interact in the virtual world.

“Screen-triggered mobile AR is the next big step in these advancements, allowing advertisers to use the content that is generated to drive footfall in the moment and to prime their wider mobile media campaigns.” –
Catherine Morgan, Director of Ocean Labs.

Ocean Outdoor operates and markets the Piccadilly Lights for Landsec and has a newly launched forced perspective to the screen to record Sony’s PlayStation 5 launch in the UK.

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