Apple today announced a new addition to the sessions of the Today at Apple: O (AR) T.
The pun for uniting 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 display works by the world's leading contemporary artists ((AR) T Walk);
- A workshop on the fundamentals of using augmented reality from Swift Playgrounds ((AR) T Lab);
- A true AR art exhibit, available from every Ma store, accessible through the new feature “(AR) T Viewer”, from the Apple Store app.
To create the (AR) T sessions, Apple collaborated with the New Contemporary Art Museum, one of New York's premier destinations, to select seven artists (Nick Cave, Nathalie Djurberg and Hans Berg, Cao Fei, John Giorno, Carsten Hller and Pipilotti Rist) who will participate in the new experiential project. Ma's head of people and retail, Deirdre OBrien, commented the news.
O Today at Apple offers a window into the creative arts made possible through our products and customers. We hope participants will be inspired by (AR) T Walk's amazing AR creations, and look forward to seeing what our visitors will learn to create at (AR) T Lab.
From August 10, the new (AR) T Walk sessions of the Today at Apple available at select company stores including Apple Fifth Avenue (New York), Apple Union Square (San Francisco), Apple Covent Garden (London), Apple March Saint-Germain (Paris), Apple Causeway Bay ( Hong Kong) and Apple Shinjuku (Tokyo).
All sessions will be offered free of charge. To sign up, simply go to the Today at Apple and select one of the above stores.
New stores and renovations in Japan
In 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 revamped Apple Omotesando, which opened in 2014. Today, the underground floor has been cleared for Ma customers, showing the new display panels and tables, a spiral staircase, and a new green wall.
The number of renovations and openings of Apple Stores in Japan intensified last year when former retail VP Angela Ahrendts announced a major investment in the country.