Beer brand Becks plans to turn everyday locations into works of art with its new augmented reality app. As part of its Green Box Project, Becks continues to commission independent talent in art, design, music and fashion and have their works scattered across the city.
Beck’s is doing a pretty elaborate and strange art endeavor with their Green Box Project. Basically, they created a mobile app that if you point your phone at a thing you see another thing coming out of that thing, like more complicated 3-D glasses. Beck’s calls this “augmented reality” and explains it in superfluously complex language:
“Augmented reality (AR) is a term for a live direct or an indirect view of a physical, real-world environment whose elements are augmented by computer-generated sensory input, such as sound or graphics. It is related to a more general concept called mediated reality, in which a view of reality is modified (possibly even diminished rather than augmented) by a computer. As a result, the technology functions by enhancing one’s current perception of reality. By contrast, virtual reality replaces the real world with a simulated one.”