Augmented reality art is taking over the roofs in Sheffield, England. Residents and visitors can simply point their phones at the tops of buildings and see giant animated creatures spring to virtual life. Read all about it: 🎥 Marketing Sheffield
. The impetus of the project goes back to a single building located smack dab in the middle of Sheffield. The John Lewis department store had been an anchor in Sheffield since the 1960s, when the building was still known as the Cole Brothers store. And then the pandemic hit, the store closed, and John Lewis withdrew from the building. “Cue a massive outpouring of grief and frustration,” says Mark Mobbs, the city’s place brand and marketing manager.
Enter “Look Up!” The project quickly grew from an intervention on this one building to a citywide attempt to reengage residents with their city. On the roof of the former John Lewis building, for example, Universal Everything designed a parade of colorful characters that look like buildings with little dots for eyes.
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