Apple today announced a new addition to the sessions of Today at Apple: The [AR]T.
The pun to unite art (“Art”) and AR is nothing more than a new series of augmented reality experiences based on artistic productions that will be offered inside and outside Apple Stores in the United States and Europe.
Specifically, the campaign includes three new activities:
- An interactive walk through the streets of some cities that will exhibit works by the main contemporary artists in the world ([AR]T Walk);
- A workshop on the basics of using augmented reality from Swift Playgrounds ([AR]T Lab);
- A true AR art exhibition, available at all Apple stores, accessible through the new feature “[AR]T Viewer ”, from the Apple Store app.
To create the sessions [AR]T, Apple collaborated with the New Museum of Contemporary Art, one of New York’s top destinations, to select seven artists (Nick Cave, Nathalie Djurberg and Hans Berg, Cao Fei, John Giorno, Carsten Höller and Pipilotti Rist) who will participate in the new experiential project. The head of people and retail at Apple, Deirdre O’Brien, commented the news.
THE Today at Apple offers a window into the creative arts made possible through our products and customers. We hope that the participants will be inspired by the incredible creations of AR from [AR]T Walk, and we look forward to seeing what our visitors will learn to create in the [AR]T Lab.
Starting on August 10, the new sessions [AR]T Walk do Today at Apple will be available in select company stores, including Apple Fifth Avenue (New York), Apple Union Square (San Francisco), Apple Covent Garden (London), Apple Marché Saint-Germain (Paris), Apple Causeway Bay ( Hong Kong) and Apple Shinjuku (Tokyo).
All sessions will be offered free of charge. To sign up, just go to the Today at Apple and select one of the aforementioned stores.
New stores and renovations in Japan
On a related note, Apple began promoting its plans to further expand its retail presence in Japan with two new stores in the country. The news corroborates rumors that the company would install Apple Stores in Kanagawa and Marunouchi (Tokyo district), where both projects will be completed in the coming months.
In addition to the new stores, the company also renovated Apple Omotesando, which opened in 2014. Today, the underground floor has been released for Apple customers, showing new panels and display tables, a spiral staircase, as well as a new green wall.
The number of Apple Store renovations and openings in Japan intensified last year, when former retail VP Angela Ahrendts announced a major investment in the country.