Honor Announces AR Project and Collaboration – IFA 2022
HONOR transforms iconic cultural landmark through the power of technology
New Gateway to the Future initiative aims to make culture more accessible and engaging in the age of the metaverse
[Berlin, Germany – September 2, 2022] – Global technology brand HONOR today announced Gateway to the Future, an initiative designed to enrich cultural heritage through the power of technology. Launched at the IFA 2022 keynote, HONOR challenged two popular artists to creatively reimagine the Wasserschloss, an iconic landmark in Hamburg’s Speicherstadt, a UNESCO World Heritage Site, using augmented reality (AR). Against the backdrop of a rising interest in the metaverse and the growth of hybrid tourism, the project aims to inspire global creative talent to leverage innovations such as AI, AR and Spatial Audio to connect communities with culture in more immersive ways and global tourism support rebound, as the world embraces the connected future.
“As a global technology company, HONOR is committed to developing smart device technology that enables people to celebrate and experience cultural treasures of the past while discovering the possibilities of the future,” said George Zhao, CEO of HONOR Device Co., Ltd. We predict the emergence of AR and AI technologies used to create even more physical experiences for smartphone users around the world, contributing to the hybrid tourism boom. In addition to tourism, this technology has the potential to create a benefit a number of other industries and communities, it is truly the gateway to the future.”
Celebrating Cultural Heritage in the Metaverse
Known as Germany’s ‘Gateway to the World’, Hamburg evolved from a port city to a thriving metropolis by embracing a long-standing culture of community, collaboration and innovation. Inspired by the city’s transformation history, HONOR chose Hamburg as the pilot location for the project, aiming to contribute to the digital cultural boom and inspire people from all over the world to reimagine cultural treasures in the metaverse.
To bring the project to life, HONOR collaborated with ARLOOPA, an AR and VR development company, and celebrated artists Yunuene and Timo Helgert, who creatively transformed the famous Wasserschloss building into AR.
Yunuene’s contribution to Gateway to the Future, entitled ‘Sailing Through Time’, pays tribute to the evolution of the city’s port and shows how innovation in maritime logistics changed over time with its signature visual aesthetic. Timo Helgert’s “Blooming Future” experience takes a more futuristic approach, capitalizing on Hamburg’s status as one of the greenest cities in the world and imagining creatively what the Wasserschloss would look like in a green future where beautiful plants and endangered species can thrive. historical landmark in an alien realm.
“Sailing Through Time” by Yunuene
“Blooming Future” by Timo Helgert
Unlock immersive experiences through the power of AI and AR
Through the experience, HONOR also contributes to hybrid tourism, an emerging trend following the global tourism boom, with travelers expecting the digital advancements made during the pandemic to benefit and enhance physical travel experiences. The AR experiences at the Wasserschloss bring the digital and physical worlds together, allowing travelers to experience culture in a whole new way. HONOR has consistently invested in technologies such as AI Space Identification, Spatial Audio and AR to enable enhanced immersive experiences that fit the digital revolution.
“The Warehouse District was declared a UNESCO World Heritage Site in 2015 with the aim of protecting and preserving the history and culture of one of the world’s largest trading ports. With the advent of emerging technologies, including augmented reality, it is now possible to inform and engage future generations with cultural heritage in new and exciting ways. We were therefore proud to help HONOR’s Gateway to the Future initiative, which is a celebration not only of the district’s significance for Germany, but also of its exciting future as a global metropolis,” said Bernd Paulowitz, Head of UNESCO World Heritage Hamburg .
“As tourism soars to new heights after years of global lockdowns, it’s great to see brands like HONOR bring new and enriched experiences to people as they begin to explore the world anew. This summer, our city once again saw the same visitor level as in the summer of 2019, thanks in part to new interactive cultural attractions made possible by technology. Inspired by Hamburg’s status as the Gateway to the World, we are excited to partner with the Gateway to the Future initiative, which we are confident will enable visitors and residents of Hamburg to experience more immersive experiences. ways to connect with the UNESCO World Heritage Site of Speicherstadt. We are witnessing a huge demand for hybrid experiences, with travelers increasingly expecting a virtual layer in their interactions with cultural attractions. Now is the time to harness the power of technology in tourism to create magical experiences for tourists around the world,” said Guido Neumann, Head of PR at the Hamburg Tourism Board.
Give your community a new meaning with HONOR Talents
Launched as part of the HONOR Talents Global Design Awards, Gateway to the Future also aims to inspire creative talent from around the world to harness technology and reshape their own communities in the age of the metaverse. For the first time, HONOR Talents is introducing a special AR Interactive Artwork Design category and is now accepting digital art applications that transform local neighborhoods, including digital overlays for buildings, walls, parks and other public spaces. Artists interested in the competition can find more information here: https://www.hihonor.com/honor-talents/en
In addition to Gateway to the Future AR experience, HONOR has partnered with the Central Academy of Fine Arts (CAFA) in China to create a new AR artwork titled “INFINITY”. The art is available at HONOR’s IFA booth via the ARLOOPA app.
AR experiences are now live
The Gateway to the Future AR experiences will be available from today through the end of the year through the dedicated HONOR page on the free-to-download ARLOOPA app. Users have the opportunity to experience the AR artworks on-site in Hamburg or anywhere in the world. The on-site experience is anchored to the Wasserschloss building and can be viewed from the Poggenmühlen-Brücke, the bridge opposite the monument. Users not in Hamburg can select “experience on any surface” in the app and follow the on-screen instructions to virtually view the AR experience on a nearby flat surface.