Shopping centre tests virtual reality

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Broadway Sydney has ventured into the world of augmented reality with its new ‘Mix It Up’ app.

The app offers shoppers a 3D insight into the exciting offerings coming to Broadway as the Centre’s Level 2 redevelopment nears completion – due to open in August this year.
The custom-made ‘Mix It Up’ app is activated when held up against a 42-metre hoarding on Level 2 where the food court is currently closed.

A guide magically appears on the app screen and gives shoppers the low-down on the latest news ahead of the opening.

It also include a 3D library and previews of the final designs.

The app also includes a mouth-watering 3D food library and previews of the final Level 2 designs.  
Broadway manager Justine Saltmarsh said this is a first for the centre.

“This is an entirely new Broadway experience for our customers. We wanted to provide a memorable and insightful look into our Level 2 redevelopment by taking shoppers on a journey with us as we edge closer to the grand reveal. It’s the first time augmented reality has been used in this way and the feedback has been really positive.”
The app, developed by creative agency The Gallery, is based on a cloud-based Content Management System platform.

In the case of Mix It Up, the augmented reality experience seemingly coexists within the printed hoarding graphic, where plates of steaming hot food appear to hover off the wall.
Using Photogrammetry, around 40 images of each dish were captured from various angles and mapped to create the virtual illusion of steaming food.

An animated sequence reveals each food item allowing consumers to interact on their phone screen.

Shoppers can download the app using the newly installed, free in-centre WI-FI with new content being added monthly.

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