Bringing the Past to Life Through Augmented Reality.

Augmented Reality (AR) has become an accepted form of immersive technology, largely due to its many practical, everyday applications. While often seen as a novelty in retail, experts anticipate immersive technology will become heavily intertwined with our daily lives. AR alone is predicted to contribute over £44.4 billion to the UK economy by 2030.

In this article, Bryan Hoare, CEO and Founder of n-gage.io, explores the trending topic of augmented reality, focusing on its potential to 'Bring the past to life' within visitor attractions and heritage sites.

The Evolution of Augmented Reality (AR)

The concept of AR has a rich history. In 1968, Harvard professor and computer scientist Ivan Sutherland created the first version of AR as a head-mounted display. Previously, AR and VR were considered the same. However, it was Boeing researcher Tom Caudell who coined the term 'augmented reality' in 1990.

AR first entered the entertainment industry in the mid-1990s, with applications like head-up displays emerging towards the end of that decade. While it saw more practical applications in the new millennium, it was the launch of Pokémon Go in 2016 that truly transformed public perception of this emerging technology.

When IKEA launched its augmented reality app, IKEA Place, in 2017, it revolutionised the retail sector. Consumers now commonly use AR applications to visualise furniture in their homes or try on glasses, and its applications are increasingly redefining the fashion industry, especially during periods when virtual shopping has been a primary route to market.

Understanding Augmented Reality (AR)

What is AR?

At its core, AR involves layering digital information over our physical environment. This can be experienced through AR goggles, which combine a view of immediate surroundings with computer graphics, or via a smartphone display, which uses the device's camera to manipulate and overlay digital content onto the real world.

While AR and Virtual Reality (VR) share similar names, they traditionally offer distinct immersive experiences. VR fully immerses the user in completely artificial surroundings. However, with advancements in 3D cameras, VR is now transporting users to virtual concert stages with full 360-degree views, as seen with platforms like MelodyVR, which saw a surge in interest during the pandemic.

How does AR work?

AR is fundamentally triggered by two main types of technology: GPS location-based tracking or the camera view on a smartphone or tablet.

• GPS Location-based Tracking: An AR experience or application is activated based on your geographical position, typically through an app. While requiring good signal, GPS triggers are excellent for engaging visitors at larger heritage sites. In smaller, more confined environments, beacon technology can be used to trigger experiences.
• Camera View Triggering: This requires the user to point their smartphone camera at an object or a predetermined visual trigger, such as a QR code. The application recognises what it sees and overlays digital content onto the physical environment. For example, a ruined historic castle could be 'rebuilt' on your smartphone screen to show its former glory.

AR experiences can also be triggered by simply pointing a mobile device at any flat horizontal or vertical surface, eliminating the need for trigger images, GPS, or other anchors. This feature is now an operating system level component for both Android and Apple devices.

Bringing the Past to Life with AR

Immersive technologies like Augmented Reality are increasingly common in heritage settings such as museums. While VR is also gaining prevalence, it's crucial to strike a balance: the technology should enhance, rather than dominate, the overall visitor experience. The goal is to avoid creating a disconnect between the enjoyable real-world experience and an artificial alternative.

The use of AR and similar technologies in heritage settings should always be non-intrusive. It should genuinely enhance the experience, whether by educating, informing, or fostering a deeper connection to the site. Effectively bringing the past back to life through technology can significantly enrich the visitor experience for all ages.

Enhancing Storytelling with AR for Visitor Engagement

This proverb highlights why storytelling is considered vital by many marketers for building customer loyalty. The ability to tell stories using technology, particularly immersive technology, is revolutionising how visitor attractions engage with their audiences.

In a historical or heritage setting, technology-driven storytelling can create truly memorable moments, allowing visitors to step into the narrative and gain a deeper understanding of life in a bygone era. When executed with skill and sensitivity, AR can deliver an enriched visitor experience. More importantly, technology enables visitors to continue enjoying that experience virtually even after leaving the site, creating opportunities for the heritage sector to extend audience journeys and maintain engagement, which has been particularly challenging recently.