Europe’s largest AR experience
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“.
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.“
„The great thing about AR as it stands is that anyone with a smartphone can experience it,“ added Emmony.
