Jon Emmony designs "Europe's largest AR experience" for Selfridges - architecture and design

Jon Emmony designs "Europe's largest AR experience" for Selfridges



Jon Emmony has installed a five-storey augmented reality experience, called Digital Falls, in the atrium of Selfridges department store in London.
The AR artwork saw the five-storey atrium at Selfridges transformed into a column of water inhabited by pulsing, sculptural shapes that were inspired by bioluminescent creatures. It was described by its creators as "Europe's largest AR experience".
Jon Emmony hoped the artwork would encourage interactions in the real world
Members of the public were invited to download the Digital Falls app and explore the physical artwork for themselves across the different levels of the atrium.
"I wanted the piece to encourage conversations in the real world, primarily. One of the most appealing things about AR is that it can be experienced alongside others, unlike VR which I believe is still quite an isolating and somewhat clumsy experience." Emmony told Dezeen. Emmony designed the installation to have both "grand and intimate" moments
Using the large metal grill on the ceiling of the atrium as an anchor and starting point for the piece, Emmony designed the installation to have both "grand and intimate" moments that were attached to objects in the real, physical space.
The smallest forms were placed on the lowest levels, with the forms becoming larger as visitors ascended throughout the space. This meant that each viewer had an entirely different experience depending on where the work was viewed in the p...
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