An Augmented Reality


As we approach the close of the ‘00s, technophiles are starting to take inventory of the innovations of the decade. Although the present is not exactly as movies like Back to the Future II and 2001: A Space Odyssey envisioned, Esquire magazine has brought the publishing and fashion worlds one step closer with December’s Augmented Reality issue, which effectively bridges the gap between old and new media.

Augmented Reality is the technology that makes applications like GPS and shooter video games possible by allowing the real world environment to interact with the digital. In this special issue of Esquire, a barcode-like graphic appears on select pages, and when held up to a webcam, it triggers videos to appear on the computer screen. The user can then manipulate the images by moving the magazine around. Through the powers of Augmented Reality, the reader can bring the cover of Robert Downey Jr. to life, view the season’s hottest accessories by changing the virtual weather, and hear a funny joke from actress Gillian Jacobs. To see a demo of this groundbreaking issue, visit the Esquire website.

Know what’s next. Become a WGSN member today to benefit from our daily trend intelligence, retail analytics, consumer insights and bespoke consultancy services.