Top designers and production persons experience Silverpoint's Augmented Reality

Augmented Reality was the show stealer at the second day of the ongoing Print Fair, where six print experts revealed the power of print on 7 November.

08 Nov 2013 | By Rushikesh Aravkar

The audience of over 60 delegates was captivated by the experience of Augmented Reality (AR) presented by Silverpoint Press' Saifee Makasarwala. The company has recently launched its AR brochure to showcase the pool of applications of AR.

Introducing the technology, Makasarwala defined AR as a camera enhanced view of physical real-world environment, where virtual elements are merged with real life scene creating a mixed reality of virtual elements and the real world.

Makasarwala said, “The virtual elements, given their nature, can consist of 3D models, video, web information and virtually anything. Your imagination is the only boundary with AR.”

At one instance a video pops up and takes you through a corporate video of the company, while on the next page a 3D structure of a building emerges; where you can view every nook and corner of the building from all angles. It also has mobile commerce embedded into it, which offers you to buy the product in the picture directly from your mobile device. “Possibilities with AR are endless,” explained Makasarwala.Makasarwala showcased the AR brochure, which has a QR code on its cover. It helps you to download the Silverpoint app from Google Play Store or Apple

Store. “Once installed and run, the app takes charge of your phone’s camera and you need to view the brochure through the phone to experience AR,” added Makasarwala.

Silverpoint has created an AR brochure for its client, Bajaj Electricals, wherein the company’s director shares a video message and Bajaj’s award winning TV commercials are embedded into it.

Makasarwala informed that another client of Silverpoint, Rajguru Live, uses AR in interesting ways. “It allows the users to pose with a poster of Sonakshi Sinha and when a photograph is clicked through the app, it appears as if Sonakshi is standing besides the user,” said Makasarwala.

“The idea is to make print shake hands with digital and thereby make print more powerful,” concluded Makasarwala.