AR + Enhanced Display
an introductory proposal for Pacific Retail / Yorktown Center
Bravo Media is an experiential production studio based in New York with clients across the country. We develop and produce next level displays and environments with technologies including projection mapping, holograms, LED arrays, AR, VR and a range of interactive interfaces.
In this proposal we will be focusing on two areas: Augmented Reality and Enhanced Display for retail environments.
Augmented Reality (AR)
Magic Portal - This AR experience allows the user to step from the real world into a virtual world via an iOS or Android mobile device as demonstrated in this video:
There are two approaches to creating the virtual environments in Magic Portal activations:
CG Virtual World - Built with 3D modeling, it is possible to create nearly any environment, real or imagined, with a resolution similar to current high-end video games. Users in a CG Virtual World are able to move around in a 1-to-1 relationship meaning a step forward in the real world will move the user one step forward in the virtual world. Another feature of a CG Virtual World is that all elements of the environment can become interactive.
360 Video Environment - In this version, a 360 camera is used to capture a live video of the desired environment. The result is a completely immersive 360 environment in which users can view the scene from any orientation however the user is not able to move around the environment. It would be possible to record 360 video from multiple points of view and allow the user to “teleport” from one fixed position to another. While it is not possible to make 360 video directly interactive, it is possible to layer virtual objects onto the 360 video which could be made interactive.
Typically, it is more expensive to create a CG Virtual World than a 360 Video Environment but it depends on the overall size and scope of the desired environment.
Magic Portal Activation Overview
The Magic Portal would be launched via an app users would download prior to the activation. This would be done via iOS and GooglePlay apps stores.
To launch the activation, users will open the app, authorize the camera on their phone and follow on-screen instructions.
The portal can either be programmed to open anywhere the user is or only at one or more specific locations.
Keep in mind, if the virtual environment is a 3D model allowing users to walk through the environment it should be activated in a location which is generally open and free of large obstructions. If the virtual environment is a 360 video the user will stay in a single location and only be turning in place to explore.
Magic Portal Budget Estimates
There are a few factors which impact budget estimates for a Magic Portal activation.
Base App Development: The Magic Portal can be developed as a standalone app or become a feature of an existing app. In either case, the app would be compatible across iOS and Android devices released within the past three years. The cost of the base app depends on the total number of features. For instance, does the app simply launch one environment or does the user choose between multiple environments? Does the app deliver other elements such as coupons or followup marketing?
Virtual Worlds: The base AR app will serve as the foundation for all Magic Portal activations but each activation will require the design and development of the desired virtual world.
Service and Updates: App updates will be required to change the virtual worlds as well as to remain optimized for future mobileOS releases.
Here is an estimated budget range which can be tightened up once scope is more completely defined:
Base App: $10,000-$20,000
CG Virtual World: $5000-$30,000
360 Video Environment: $3000-$15,000
Service and Updates: $250/month for monitoring. Updates TBD.
AR Scavenger Hunt
Another fun way to integrate AR into a retail environment is in the form of a scavenger hunt. This is a rough “proof of concept” video we recently developed for an Easter activation:
In the above example we used the brand logo as the trigger but that trigger could be any unique image or object.
Also, instead of “finding” an Easter egg, users could unlock deals and discounts, clues to finding another trigger or promotional videos/animations.
AR “Scavenger Hunt” Budget Estimates
The main factor in this budget estimate would be the total number of triggers/animations and complexity of app functions.
Base App: $10,000-$15,000
Cost Per Trigger/Animation: $500-$2000
Service and Updates: $250/month for monitoring. Updates TBD.
Projector technology has evolved significantly in the past couple of years. While traditional lamp-based projectors were too big, too noisy and too unreliable for long-term displays, today’s laser-based projectors offer 20,000+ hours of operation in a range of sizes and degrees of luminosity.
Projection Mapping, a display technology Bravo has been executing for over a decade as part of short-term events, is now viable for semi-permanent displays of every size.
Below are a number of our long-term projection mapping displays which we hope will spark some ideas for your public and retail spaces.
In these examples, projections are displayed in a manner similar to traditional digital signage with a library of content scheduled to play based on time of day, special event or other cues.
The most effective way to increase engagement with a display is through the incorporation of interactivity. Here are three examples of our work combining projection mapping and interactivity.
Projection Mapping Budget Estimates
There are two key factors in costs for projection mapping: Hardware and Content.
Depending on the size and location of projection mapping display, high-quality laser projectors typically cost between $3000-$15,000 for most executions. Additional hardware, such as a media player or CPU is often also required unless the display is tying into an existing CMS. Those costs typically run $500-$2500 for each display.
Content budgets are based on the total duration and complexity of the required content. This might be simple looping ambient content or far more specific content tied to changing messages or a running narrative. Most projection mapping content has a starting point of $5000 with typical content packages running $10,000-$20,000.
Bravo can update/change content remotely for any projection mapping display we design and install.
Thanks for reviewing our initial proposal. We’re looking forward to exploring next steps!
David Title, Partner