The Artvertiser: Improved Reality by Julian Oliver and the Lalalab
Augmented Reality (or AR, the combination of the virtual and the real in realtime and 3D through computing technology) is the newest technology hyped by software engineers, geeks and marketing gurus around the globe, especially in the handheld industry. But so far it has failed to shine with profound and critical concepts other than dull games and animations displaying 3D objects on a marker image for advertising purposes or somewhat banal and obvious hyperlocal navigation applications. Given the potential of the technology, I haven't come across one single concept yet, which gets beyond gadgetry and in fact augments and so truly improves our reality.
Not so the Artvertiser, which is a brilliant concept by the award-winning interaction designer and intervention artist Julian Oliver, realised in collaboration with Clara Boj, Diego Diaz of the lalalab and Damian Stewart. The project features Augmented Reality software (which builds heavily upon BazAR by Swiss University of Lausanne's Computer Vision Lab) and the “billboard interception prototype” that re-purposes street advertisements as a surface for exhibiting art. The Artvertiser situates the 'read-only', proprietary imagery of our public spaces as a 'read-write' platform for the presentation of non-proprietary, critically engaging content. The software can train itself to recognise specific advertisements, which then become virtual 'canvases' where artists can exhibit visual artworks when viewed through the hand-held device.
Julian Oliver’s approach to Augmented Reality is unique and outstanding. He doesn’t add another information layer to our perception process but blends out “enforced” information. As we are already overwhelmed with advertisements and information in our everyday, we haven’t come to question for whom the administrators of our cities actually allow write access to the surfaces of our cities. It seems that we’re so used the scene in our streets, that we’ve come to accept that it’s kind of a natural state. But who is in fact in control of that visual dictatorship? You can name it a violation of our visual cortext, which Oliver calls in a recent TED Talk the “true real-estate that marketers and advertisers are after, where they want their mindshare”. Thus, I think the Artvertiser project truly improves our reality of the saturation of billboard advertisements in our city streets by fading out the adverts and replacing them with art and allow artists authorship for the surfaces of our cities. It's Add-Art for the real world.




Comments [0]