AR[T] will include interactive walks, educational lessons, and in-store installations.
Yesterday, Apple announced Today at Apple, a new AR-based program designed to expose Apple Store visitors to next-level augmented artwork developed using the companies Swift Playground platform.
Launching August 10th at select Apple Store locations, Today at Apple, aka AR[T], is composed of three sessions: AR[T] Walk, AR[T] Lab, and AR[T] in the Apple Store.
Available at the San Francisco, New York, London, Paris, Hong Kong, and Tokyo locations, AR[T] Walk takes visitors on a guided tour through each of the cities best augmented artwork, including pieces from prominent creators such as Cave, Djurberg and Berg, Cao, Giorno, Höller and Rist. Thanks to a partnership with the New Museum, those on the tour will travel everywhere from London’s Trafalgar Square and San Francisco’s Yerba Buena Garden, to New York’s Grand Army Plaza in Central Park.
“The New Museum has always led at the intersection of art and tech and we could not have asked for a better partner in Apple to support the fantastic visions of these pioneering artists,” said Lisa Phillips, Toby Devan Lewis director for the New Museum, in an official release. “Augmented reality is a medium ripe for dynamic and visual storytelling that can extend an artist’s practice beyond the studio or the gallery and into the urban fabric.”
For those looking to dive into the world of AR development, Apple has partnered with New York artist, NEW INC member (New Museum’s cultural incubator) and educator Sarah Rothberg, to create a free 90-minute AR[T] Lab that breaks down the details behind AR development on the Swift Playground platform. Best of all, this free course will be available at every Apple Store worldwide.
AR[T] IN THE APPLE STORE
Last, but not least, there’s AR[T] In the Apple Store. Beginning August 10th, visitors at every Apple Store location will be able to access Chicago artist Nick Cave’s colorful art piece, Amass. This unique interactive experience will have users navigating their local Apple Store in search of floating AR icons referred to as “Ikon Elements” in an attempt to create a “universe of positive energy right in the middle of an Apple Store.”
“Today at Apple offers a window into the creative arts made possible by our products and customers,” said Deirdre O’Brien, Apple’s Senior Vice President of Retail + People. “We hope attendees are inspired by the incredible AR creations in the [AR]T Walk and in-store installation, and we can’t wait to see what our visitors learn to create in the [AR]T Lab.”
As previously stated, Apple’s Today at Apple program will launch worldwide August 10th. For more information on how to register for AR[T] Lab or participate in an AR[T] Walk, visitapple.com/today.
Featured Image Credit: Apple