Groundbreaking AR design studio Playlines was proud to launch the Augmented Gallery App at an outdoor unveiling ceremony at the National Gallery in May 2021. The Augmented Gallery was the first event in the Art Of London Initiative, a series of cultural projects aimed at bringing great public art out onto the streets of London.
The Augmented Gallery app allows anyone with a smartphone to view masterpieces from the National Gallery, National Portrait Gallery, Royal Academy of Arts and Sky Arts, projected in AR on landmarks all around the West End. Simply download the app and let it guide you on a cultural walking tour in the company of immersive commentary by contributors including curators, educators, artists and entertainers Stephen Mangan and James Acaster.
The app was developed out of London-based AR design studio Playlines’ 2020 residency at National Gallery X, where they developing Augmented Reality apps for isolating Gallery patrons to digitally hang masterworks in their own home. Now, in partnership with Premier PR and the Heart of London Business Alliance, they’ve created a location-based, covid-safe app for visitors to the West End to experience the beauty and serendipity of a gallery visit, safely and on-demand, while exploring some of London’s most iconic streets and landmarks.
Experience masterworks by artists including Van Gogh, Tracey Emin, Raphael and Rembrandt, in a fully accessible, on-demand and up-close-and-personal format that expands the reach of cultural institutions beyond their walls and out onto the streets.
The Augmented Gallery project was subsequently expanded twice in 2021, with new paintings appearing on iconic MayFair hotels in July and a major new installation on Trafalgar Square as part of Westminster’s Inside Out Arts Festival.
Playlines is now working on expanding the Augmented Gallery format, with brand-new versions to be exhibited at the COP26 Climate Conference in Glasgow 2021, and with pop-up versions of the Augmented Gallery to be exhibited in conferences and festivals into 2022.