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[AR] You Ready?

Undergraduate Thesis | 2016-2017

Advisor: Daniele Profeta

Augmented reality (AR) is a live direct or indirect view of a physical, real world environment whose elements are augmented by computer-generated sensory graphics input. In a near future, buildings and city will be perceived through camera lens, sensor, or scanner. They identify a scene or an object by searching for predefined relationships, patterns or geometries. In this context, we need to start imagining new design that is understandable by both human and machine.


Advertisers are looking at AR as part of a marketing drive to attract customers, as the technology establishes a deeper connection with consumers by curating different worlds for each AR users. Advertisers can personalize ads, so what each user sees is different depending on their profile. This could be where AR really influences the future of advertising.


In term of architectural values, AR totally transforms the relationship between buildings and signage, as the signs and billboards’ physical existence is translated in a digital realm, implemented through an architectural interface and allowing for a re-definition of the architectural space once left obscured behind them.  The building facade becomes an architectural interface where augmented information is placed on. This outmost layer can communicate with devices without overshadowing the space behind, which will be once again occupiable. In this way One Times Square will be utilized once again by its surface and volume, and it will transform its relationship to the site opening up its interior spaces through a permeable, active façade.


This project challenges the obsolete existence of signage and billboards and seeks to explore how augmented reality (AR) advertisements change the relationship between signage and buildings.

Try the Augmented Reality experience

Step 1: download the “[AR] You Ready? “app on Google Play to your android device

Step 2: open the app

Step 3: point the camera at the QR codes in the booklet below





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