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9 February 2023 / Opinion

Jaywing supports UK-first AR art trail: #LookUpSheff


In a UK first, we've helped to launch the UK's first AR art trail, Look Up, in Sheffield's city centre.

Look Up Sheffield

Using a free app, the project showcases digital works created by Sheffield-based artists and businesses, leading visitors on a trail around four city centre locations.

QR codes on the floor are scanned on a smartphone to reveal the portal and artwork. AR art then appears on the user’s screen ‘layered’ over the real world, anchored to the rooftop using new technology. This allows people to look and listen to the unique, moving and animated displays and share their experiences by taking photos and videos.

It's hoped that the trail will encourage visitors to the city centre while also drawing attention the city’s thriving creative, digital and tech sectors and enhancing Sheffield’s reputation to a global audience, particularly following TimeOut’s recent listing of the city as the second best in Europe for a city break.

The project is supported by San Francisco-based Niantic Labs, developers of the Pokémon Go mobile game. Marketing Sheffield also worked with local companies to deliver the project; Megaverse who built the app and platform; Universal Everything and Human Studio creating the artworks, and Jaywing providing marketing and launch support.

Download the app and take a walk around Sheffield City Centre! https://www.welcometosheffield.co.uk/lookup

Read more about the project on the BBC here.