Wonder boy: Esquire goes 3D with new issue

New York – Actor and musician Robert Downey Jr near literally leaps out of the December issue of Esquire magazine, the latest title to use 3D augmented reality (AR) technology in its pages. Readers hold the physical magazine up to their webcam to discover 3D visuals of the cover star on their computer screen.

Additional interactive content comes via the QR codes printed throughout the magazine, which can also be scanned using a webcam. It’s not just editorial content that benefits from the high-tech treatment: automaker Lexus has booked two AR advertising slots in the issue.

Esquire’s move into AR is the newest example of traditional print media harnessing the excitement of new technology to counter online media. See our interview with Abdel Bounane, editor of French digital arts magazine Amusement, to see how offline content connects to the internet for an inline experience.