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The arrangement will see Landsec and Ocean Outdoor test AR technology that can connect the Piccadilly Lights screen to audiences and trigger interactive 3D experiences.

Developed in association with Darabase, the technology uses various techniques such as a virtual model to replicate the sweep and scale of the London screen to deliver large-scale mobile AR experiences that amplify content onto a viewer’s mobile device.

Examples of how this technology could work include fashion models walking a virtual catwalk above Piccadilly Circus, as well as brands bringing products to life in 3D.

Trials to allow the synching of personal audio to the screen are also underway, using AR computer vision to synchronise entertainment content as it appears on the screen to viewers’ handheld devices.

The opportunity to develop mobile AR solutions and extend the creative canvas of the Lights is an exciting opportunity that we are delighted to bring to the market”

Derek Manns, commercial media director at Landsec, says: “At Piccadilly Lights we are always innovating with market leading solutions to engage and entertain the audience.

“The opportunity to develop mobile AR solutions and extend the creative canvas of the Lights is an exciting opportunity that we are delighted to bring to the market.”

Catherine Morgan, director of Ocean Labs, adds: “We are working with Landsec to introduce memorable, Covid-safe environments which use the scale of Piccadilly Lights to provide rich, immersive, visual experiences.

“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.”

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Landsec and Ocean Outdoor eye AR innovation

Landsec, owner of the famous Piccadilly Lights location in London, has linked up with Ocean Outdoor on a new initiative to further develop advanced augmented reality (AR) technology.