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Projects/2009/1._L'Arbre de la Llibertat i altres històries (The Tree of Liberty and Other Stories)
View looks (MP4, 3.9 MB)
Details: Augmented Reality and interactive tools for Barcelona–based fashion design brand Llamazares y de Delgado (ES), 2010–2011. With the collaboration of Mariano Maturana.

Since a while now (from September 2010), I have been co–working with Barcelona-based fashion designers brand Llamazares y de Delgado. During this time, we have been involved into discussing new ways of using new technologies, art, design, creativity and innovation in order to implement some aspects of product communication for the brand.

This is how we first introduced the use of QR codes in their clothing labels back in 2011 Summer Collection ‘Colonial India’.
QR Codes on clothing labels are envisaged for clients to interact esaisly in a plausible shopping scenario. A client is in a shop, sees and is interested in a certain garment. If they want to see more designs not immediately available in the shop, they can always scan QR codes on Llamazares y de Delgado labels and be informed in situ of what other garments or looks may be of their liking in the present collection.
This is but a basic and simple way of introducing interactivity and new technologies onto Llamazares y de Delgado garments themselves.

Thursday November 27th 2011, our last innovative project, AR Collection, went public at art gallery H2o in Barcelona during BAC Festival's opening.

AR Collection uses Augmented Reality technology by Layar. Images, sounds and videos can be overlaid over reality, which are visible and/or audible via a mobile device (smart phones and tablets). Using AR technology, we located ‘In the mood’ Autumn–Winter Collection 201–-2012 by Llamazares y de Delgado along Passeig de Gràcia, Barcelona high street for top Fashion Design and Haute Couture brands.

AR Collection will be updated every season with the new garments and looks by the brand.

To experience AR Collection, download and install Layar Reality Browser application in your Smartphone. You will find the application in your usual SmartPhone application store (AppStore, Android Market, Blackberry App World, Nokia Store,…). Once installed, launch the application and accept the Terms of Use.
Tap the Layers tab in Layar Reality Browser and introduce the terms AR Collection in the search bar, then tap Enter. When AR Collection load, tap Launch and use the virtual compass in your phone to locate the images of the AR Collection.
Once you locate an image, tap on the image or on the black title label at the bottom of the screen of your SmartPhone to watch the video with the looks (Watch Video) or get information on how to go to the real geolocation of every image (Take me there).