COLOURS Augmented Reality

COLORS Magazine Augmented Reality

COLORS Magazine, part of the Benetton Group, has just launched their new issue, "Teenagers" which features augmented reality content.  Simply navigate to the COLORS site and hold the marker in front of your webcam to reveal the supplementary content. Watch the demo here.

COLORS is a magazine, website, series of CDs, documentaries, books and exhibitions  that operates under the premise that diversity is positive and that all cultures have equal value.

The magazine, which is sold in over 40 countries, is produced quarterly and caters to an international population of young adults. Obviously the number of people who use this will be limited by webcam penetration, but this seems like a nice fit for the target audience.

Apparently the company has applied for a patent (pending) to use AR in print magazines.  I don't think it should be granted because AR is an open technology that's being used in a variety of applications right now and COLORS certainly isn't the first company to promote itself with it.  A patent on AR in the magazine industry would also stunt an otherwise rapidly growing media that could have great potential in print.

HOWEVER, if they get it, it will  be brilliant for them and hopefully they'll continue to produce interesting material in this space. It would be nice if they got people from all over the world to contribute to each issue as this would literally bring to life their mission of celebrating diversity.

I particularly like their COLORSLAB initiative:

"COLORSLAB is the new collective, global laboratory of ideas for COLORS magazine. We want to make this magazine an open source framework for creative conspiracy".

I hadn't heard of them before the "Teenagers" issue but will definitely keep an eye out for this interesting and innovative company.

You can check out their Facebook Page here.

Read previous Sticky posts on AR here and here.