Factory 42
Reimagining London with augmented reality
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 .
The Green Planet AR Experience at Piccadilly Circus was spearheaded by Factory 42 , who worked closely with the BBC and EE .
The ground-breaking experience was ranked UK ’ s Number One Immersive Experience by StoryFutures and drove huge consumer interest and footfall to the West End with audiences of all ages . It inspired over 10,000 visitors and transformed an iconic building at 55 Regent Street into far-flung corners of our natural world through stunning AR .
Visitors entered the experience through a living rainforest and were given a smartphone device which acted as their dynamic window into the world of plants , brought to life through mobile-edge 5G and AR technologies . They explored our Green Planet like never before with a remarkable 3D hologram of Sir David Attenborough as their personal guide and travelled through six digitally-enhanced
Takeover of Europe ’ s largest advertising display in Piccadilly Circus that saw an entire concrete backdrop gradually burst into green life . Credit : Seamus Ryan
52 Factory 42