asked questions

Extended Reality 101

It's my first time working with Extended Reality. How do I get started?

XR is new to many of our clients. We're here to help you along your XR journey. We provide a no-obligation, complimentary consultation. Arranging a call with us to discuss your ideas and needs is a great way to start.

What is XR?

XR is the generic term for for Extended Reality, where »X« can refer to any current or future spatial computing technology. XR technologies include VR or Virtual Reality, AR or Augmented Reality and MR or Mixed Reality. 

What is AR?

Augmented Reality can be used to increase the customer engagement of any traditional media channels. Print advertising, magazines, pull-up banners, billboards, product labels – AR can be used at any size or scale. Imagine interactive digital ads, flyers, magazines and posters that spring to life, and eye-catching new product launches – all powered through AR technology. Take a look at our cases to see some examples.

Where can I use Augmented Reality?

With Augmented Reality the real world remains the focus but is enhanced by digitally generated elements that form new layers of perception such as 3D objects (e.g. furniture) or information. The superimposed objects can be controlled or edited by an end device (e.g. smartphone) and offer numerous application possibilities. Popular examples of this technology include Pokémon Go or Instagram AR filters. This allows brands to use AR to create immersive, user-centric experiences that engage users and extend dwell time.

What is VR?

Virtual Reality replaces the real world with a virtual one. All information and stimuli (visual or acoustic) take place digitally and no longer have anything to do with the real world. Take VR glasses for example – the real world is faded out and replaced by the digital world. In virtual reality, a Head Mounted Display (HMD) is used to create visually immersive digital environments separate from the real world. If you wear an HMD (also called VR Goggles), you can look in any direction and see a persistent digital environment that allows you to feel as if you are there.

What is MR?

Mixed Reality is the further development of Augmented Reality: The real world is supplemented by virtual objects with which the user can interact in the real world. Example MR glasses: The real world can be seen through the lenses of the glasses, it is supplemented by digitally superimposed objects. The user can interact with the digital objects in the real world and, for example, rotate them with a hand movement.