London – The music venue has unveiled a billboard campaign that combines 3D typography with augmented reality (AR).
Created by design agency OMSE, the series of interactive, typographic designs come to life when viewed through a phone camera via the Printworks’ AR app. Viewers can use the app to interact with the imagery, exploring it from various angles for a three-dimensional billboard experience.
The designs are inspired by the machinery of the printing process, in a nod to Printworks’ heritage as Western Europe’s largest printing factory. The project is one of the first applications to show how AR and interactive typologies such as Weird Type can be combined with traditional out-of-home advertising.
Explore our macrotrend Programmable Realities to see how technology is being used to transform advertising formats into digital consumer touchpoints.