Factory 42
Transforming London into natural world
Factory 42 is a multi-award-winning immersive technology and experience studio that combines the magic of technology with the science of stories to create emotionally engaging interactive experiences with purpose . The London based company calls this new form of experience Impact Entertainment .
Factory 42 , working closely with the BBC and mobile network EE , was the driving force behind The Green Planet AR Experience at Piccadilly Circus which drove huge consumer interest and footfall back to the West End after Covid restrictions were lifted .
Now ranked the UK ’ s Number One Immersive Experience ( according to StoryFutures ), the experience moved and inspired over 10,000 members of the public as it transformed an iconic building on London ’ s 55 Regent Street into far-flung corners of our natural world through stunning AR .
Six natural world biomes - rainforest , freshwater , saltwater , desert , seasonal , and human reveal - were brought to life using the latest advancements in mobile-edge
5G and AR technologies . Enabling visitors to explore our Green Planet like never before with a remarkable 3D hologram of Sir David Attenborough as their personal guide .
Visitors were particularly drawn to the experience ’ s interactivity . Transforming a static location into a magical experience through a custom-made augmented reality app , they became the oceanic current , a woodpecker ... and even rewilded Regent Street to gain a glimpse into a greener future .
The results were incredibly powerful . With a media reach in excess of 318 million , the experience was a sensation across the UK and beyond . According to independent researchers , the experience revived significant footfall to Regent Street while making a high-end area more accessible to audiences of all ages . The experience even boosted dwell time in neighbouring stores and visitors claimed they would be eager to return to Regent Street with their family and friends should a similar experience be available in the future .
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