A new augmented reality wall mural has been unveiled in Shoreditch, London to promote the launch of BIG BAD…, the new album from British rap artist, Giggs. By downloading an app via a QR code at the wall, fans can point their device at the wall and watch the hand-painted mural come to life with a scene based on the album launch video.

Located at London’s first dedicated augmented reality wall mural site, the installation has been provided by Gate Reality, an end-to-end augmented and virtual reality experiences production house, and AllOver, an experiential advertising agency focusing on handmade artisan OOH.

They were appointed by Island Records, a British record label owned by Universal Music Group and whose artists include, among others, Giggs, Dizzee Rascal, Ariana Grande and Mumford & Sons, to provide a unique experience promoting the BIG BAD… album release and to engage fans in an exciting and genuine way.

Akosua Scantlebury, Urban Division Manager at Island Records, commented: “BIG BAD… is an album of enormous ambition and arguably Giggs’s finest achievement. The album was introduced to fans through a high energy cinematic trailer, which set the tone for the whole campaign. At Island we really wanted to match that ambition with an interactive visual that stops people in their tracks. Through collaboration with Gate Reality and ALLOVER, I think it is safe to say we achieved that.”

The experience works by using augmented reality image tracking where the app is programmed to recognise the wall as the specific target. This target is then used as a trigger to launch the experience and to map the augmented objects to the specific real-life environment.

Gate Reality used green screen footage of Giggs from his album release video to create his giant form dominating the London skyline, along with 3D models of helicopters and tanks. Both the mural and footage were carefully designed and manipulated to make it appear as though Giggs is moving within the scene.

Ed Morris, Co-Founder & Director at Gate Reality, said: “Giggs has become recognised as one of the most vital and exciting artists around – his two previous albums reached #2 on the UK album charts and he’s collaborated with the likes of Drake, Ed Sheeran and Mark Ronson – and so we were delighted to be a part of this project. BIG BAD… is a very visual album and so this augmented reality mural is the perfect way for Giggs to engage his fanbase.

“By combining street art with mobile AR technology, we can give our clients and brands a platform to tell more engaging and shareable stories across physical and digital mediums, elevating the potential reach of localised out-of-home advertising. We look forward to using this site to bring more brands to life through this compelling medium.”

The augmented reality wall mural is located at 28 Redchurch Street, London.

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Elizabeth Arden’s cult multitasking beauty balm Eight Hour® Cream is celebrating the healing power of love this Christmas by teaming up with British muralist James Goldcrown to create the Limited Edition Love Heals x Eight Hour® Collection.

To celebrate this collaboration, Elizabeth Arden asked Jackanory to create a pop up store that would drive brand awareness and appeal to new customers. Taking place in Boxpark in London’s Shoreditch from Tuesday 23rd October until Sunday 28^th October, visitors to the pop up will receive a complimentary Oxygen Blast Facial, a personalised skincare consultation, an exclusive gift with purchase and much more.

Born in West London, James Goldcrown is a self-taught muralist and photographer based in New York and LA and is best known for his insta-famous #lovewall murals which can be seen throughout the US, Japan, South Korea, China and Brazil.

The pop up features original James Goldcrown artwork and visitors will be encouraged to take a selfie in front of his #lovewall for the chance to win an original canvas.  Those who purchase from the limited-edition collection will also have the opportunity to spin a wheel of fortune for discounts, gifts and more.

Marion Bloch, Brand Manager for Eight Hour said “We wanted to maximise visibility of our limited-edition Eight Hour collection amongst a younger target audience and we were confident Jackanory would create an eye-catching, visually impactful pop up store with multiple engagement points and instagrammable details.”

Lucy Gillions, co-founder of Jackanory said: “We’re thrilled to be sharing the story of the #lovewall collaboration between James Goldcrown and Eight Hour. We’ve worked hard to create a pop up that immediately captures the attention of passers by, raising awareness of the limited-edition collection and kick starting a younger generation’s relationship with this much-loved beauty balm.”

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