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Look Up, an artistic journey in augmented reality!

Benchmark Culture Tech, Data & Innovation Tourism
Welcome to Sheffield


At a time when the COVID-19 pandemic has had a profound impact on societies, disrupting habits and slowing economic activity, innovative initiatives have emerged to meet the challenges of territorial recovery and reinvention. Among them, "Look up" is emerging as an augmented reality art trail that takes over Sheffield's rooftops to promote post-COVID economic recovery and the revitalization of its city center. Sheffield is a city of around 590,000 inhabitants (2019) located in the North of England (UK). The trail was created by a local creative ecosystem of Sheffield businesses, artists, studios and producers to highlight the city's creative talent too.

Using a free app, residents and visitors are guided to four iconic buildings: Sheffield Hallam University's Owen Building, the Central Library (and its " Grave Art Gallery "), the former John Lewis Building in Barkers Pool, and the University of Sheffield's Diamond Building. Thus, QR codes on the floor can be scanned with a smartphone to unlock the artwork in augmented reality.

"... as far as we are aware, no city has used augmented reality in this way before..."

Source: Mark MobbsMarketing Sheffield, nowthenmagazine

Keywords: Attractiveness, territorial attractiveness, tourist attractiveness, AR, city center, collaboration, creativity, culture, tourism development, immersive experience, innovation, cultural heritage, AR, augmented reality, start-up, creative talent, technology, tourism, urban transformation.
Illustration: Welcome To Sheffield (c)

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