Augmented Reality art exhibition takes spotlight at Selfridges

Iconic London department store Selfridges have closed their doors on a ground-breaking virtual art exhibition using augmented reality technology.

The artwork, ‘Digital Falls’, created by digital artist Jon Emmony, was Europe's largest AR exhibit and was located in-store until 30 September.

Stretching from the fourth floor all the way down to the ground floor’s café, the artwork shows Selfridge’s atrium space as a column water filled with sculptures of sea creatures and electrical signals which are meant to visualise how we communicate in the modern world.

“We are all swimming in an ocean of data. Much like the internet, the artwork exists as an invisible ghost unless activated by a phone or tablet device,” Selfridges commented via their website.

“The artwork encourages exploration and discovery, taking the user on a physical tour as different levels of the atrium provide different views and perspectives.”

Artist Emmony explained his thought process behind the piece:

 “The more intimate pieces on the lower ground floor enable visitors to have a very one-on-one experience with the artwork, while the gigantic pieces higher in the atrium emphasise the grand scale of the architecture that the artwork is designed for.”

Take a look at the video at the top of the page to see the experience in action.