AR for Maddox Gallery

Maddox Gallery celebrates the first exhibition of the year ‘Love and Other Crimes’ with Augmented Reality

In celebration of Maddox Gallery’s first exhibition of the year, Love and Other Crimes, we have created the gallery’s first augmented reality activation which brings to life its insta-famous floral façades, creating a platform for visitors to create their own art!

The exhibition is a showcase of nuanced meditations on the theme of love, interpreted by some of the world’s greatest artists including Bansky, The Connor Brothers, Damien Hirst, Harland Miller, Mr Brainwash, Robert Indiana, Tracey Emin and more.

The AR Filter, activated via the Facebook Camera, further encourages onlookers to explore and interpret the expression of love. Accessed via QR code that are placed around the display (and parts of London), the striking designs of the flower wall comes to life. Users can explore the different features within the camera, before being encouraged to take a look inside the exhibition.

Alongside the external filter, we also created a filter using the selfie camera, which allows users both in London and around the world to immerse themselves into the flower display. Jay Rutland, Creative Director at Maddox Gallery says. “While we are yet to promote ur floral displays, their popularity is undeniable. Visitors spend large amounts of time crafting the perfect image to share on social channels. Coupling social media, the platform for expression, with our flower wall, the perfect backdrop for creation, this is the ideal
opportunity to explore this new social technology, allowing our visitors to not only enjoy the exhibition but to immerse themselves in it and interpret the theme in their own way.”

This is a great example of how social media can encourage action in the physical world and we’re very excited at what else we have in store for the gallery!

You can visit Love and Other Crimes at Maddox Gallery, 9 Maddox Street, London, W1S 2QE and experience the filters for yourselves!

You can also click here to experience the selfie camera.