Augmented Reality, the new technology where the real and virtual world are meshed, is making the transition from the prototype stage to reality as we speak. This novel interactive technology comes to life when the lens of your iPhone, smartphone or webcam locates with a marker placed in your environment. A series of three-dimensional and interactive animations which locate with this marker are then triggered to pop out of the page like a digital hologram. Augmented Reality provides the opportunity to elevate currently two-dimensional media into totally immersive three-dimensional experiences and holds incredible potential for the retail industry. This month’s Esquire Magazine employs this novel technology to take the magazine into multiple dimensions:
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