The Coachella Valley Music and Arts Festival has long been known as one of the most innovative music festivals, constantly pushing the boundaries of what’s possible in terms of creativity, technology, and artistry.
This year, Coachella has once again raised the bar with its immersive and interactive augmented reality (AR) experiences, which allow festival-goers to engage with art installations, explore the festival grounds, and even create their own AR environments. By harnessing the power of AR, Coachella is not only enhancing the festival experience but also paving the way for the future of live events and marketing. In this article, we’ll take a closer look at some of Coachella’s most cutting-edge AR experiences and explore the impact they’re having on the festival and the broader industry.
The Coachella Mirage: Unveiling the Hidden Layer of Creativity
Art lovers can witness the transformation of large-scale installations by scanning a QR code and pointing their camera at the art. This brings the art to life in a completely new way. These experiences are also available on the “Filters” tab on the Coachella Instagram profile, making it easy to discover and share them with friends.
For those looking for a challenge, the Mirage Flower Scavenger Hunt is a must-try. Participants need to find three hidden virtual flowers scattered across the festival grounds and scan the QR codes on the sign to gather the blossom using their Instagram camera. Gathering all three unlocks access to the mesmerizing Mirage Oasis experience. Be sure to snap a photo and share it with #GatherTogether to join the festival’s online community.
The festival also features artist-branded face effects and experiences that bring festival-goers closer to the creative visions of BLACKPINK, Tobe Nwigwe, Ashnikko, Kali Uchis, Becky G, and more. These artist rifts can be found on the “Filters” tab on the Coachella Instagram profile.
“Perspectives” – Creating an Immersive Environment with AR Effects
The “Perspectives” filter created a pulsing holographic “aura” around the user that distorted the environment as it dissipated, creating a unique and captivating experience. This filter was used to create an immersive environment that transported festival-goers to another world.
The impact of this filter on the festival experience was significant. It helped to create a more immersive and engaging festival atmosphere, transporting festival-goers to another dimension. It also demonstrated the potential of AR to create experiences that go beyond just visuals or auditory, creating new opportunities for storytelling and immersive entertainment.
“MESSENGER’s at Home” – Elevating the Festival Experience with AR Art Installations
Coachella is known for its breathtaking art installations, and this year, they took things up a notch by incorporating augmented reality into the mix. Kumkum Fernando’s “MESSENGER” figures were transformed into larger-than-life AR installations with the “MESSENGER’s at Home” filter. This allowed festival-goers to bring these mystical figures into their own space, creating a unique and immersive experience.
Not only did this filter add a new layer of interactivity to the art installations, but it also set Coachella apart from other music festivals. The use of AR in this way demonstrated the festival’s commitment to pushing boundaries and delivering unforgettable experiences.
“Luminous” – Enhancing Personal Style with Festival-Inspired Makeup
Coachella is a place to express yourself and show off your personal style. The “Luminous” filter helped festival-goers to enhance their personal style even further by creating a holographic “aura” around the user, as well as festival-inspired makeup effects on the face.
The impact of this filter on the festival experience was twofold. Firstly, it helped festival-goers to express themselves creatively and stand out in the crowd. Secondly, it demonstrated the potential of AR to enhance personal style and beauty trends, showcasing the possibilities of the technology beyond just entertainment.
“Harmony the Hare” – Adding Playfulness and Interactivity to the Festival
Coachella is not just about the music and art installations, it’s also about the festival atmosphere. This year, they used AR to add an extra layer of playfulness and interactivity with the “Harmony the Hare” filter. This filter allowed festival-goers to interact with a magic hare in their own space, creating a fun and engaging experience.
The impact of this filter on the festival experience was significant. It helped to create a more memorable and enjoyable festival atmosphere, adding an element of whimsy and surprise to the event. It also demonstrated the potential of AR to enhance experiences beyond just the visual or auditory.
“EDEN’s Rift” – Adding Floral Extensions to the EDEN Installation
The “EDEN’s Rift” filter is designed to enhance the EDEN installation, a series of floral silhouettes by LA-based artist Maggie West. The flowers range from six to 56 feet tall and are made of vinyl wrapped around steel-and-wood structures. Each design is a cut-out of West’s photography of various plants overlaid with warm and cool color palettes to create a magenta hue. The filter extends and brings the installation to life with floating floral extensions, adding an ethereal and enchanting dimension to the artwork.
“BeckyChella” – Amplifying Performances with AR Effects
One of the most exciting things about Coachella is the live performances from some of the biggest names in music. Becky G’s performance was elevated even further with the use of AR effects, specifically the “BeckyChella” filter. This holographic filter included cactuses and face filters, allowing Becky G to connect with her audience in a unique and engaging way.
The impact of this filter on the festival experience was immense. It helped to promote Becky G’s performance and generate buzz around her music. It also demonstrated the potential of AR in live performances and set a new standard for what we can expect from music festivals in the future.
“BLACKPINK’S Rift” – Celebrating Performances with Customized AR Filters
BLACKPINK’s performance at Coachella was one of the most highly anticipated events of the festival. To celebrate this, Coachella created the “BLACKPINK’S Rift” filter, which allowed fans to builld a Crystal enviroment all around them.
“HOLOFLUX’S Rift” – Enhancing the Architectural Sculpture with AR Effects
The “HOLOFLUX’S Rift” filter is designed to enhance the Holoflux, a 60-foot-tall architectural sculpture by LA-based designer Güvenç Özel. The sculpture features a steel structure wrapped in iridescent fabric and is covered with digital art using 3D-mapping technology. The AR filter brings the sculpture to life with floating blocks and rings, creating a mesmerizing and immersive experience. This filter not only adds an interactive dimension to the artwork but also emphasizes the intersection of digital and physical mediums in architecture.
“MOLECULE’S Rift” – Bringing Sculpture to Life with Falling Molecules
The “MOLECULE’S Rift” filter is designed to enhance the Molecular Cloud, a sculpture by French artist Vincent Leroy. The sculpture features clusters of pink orbs on steel poles that move slowly on axles, creating different configurations that reflect the movement of molecules. The filter brings the sculpture to life by making molecules fall from the sky when you point your phone at the sculpture, adding an exciting and playful dimension to the artwork.
CrossCreators: Meeting the Challenges of Creating AR Experiences
Creating AR content can be a learning curve for many brands and artists, but CrossCreators can help. As a marketplace for augmented reality marketing services, CrossCreators connects brands and artists with top AR experts to unlock the full potential of immersive technologies.
The challenges of creating AR experiences are significant, but CrossCreators helps brands and artists overcome these obstacles by connecting them with vetted international AR experts who have the skills and experience needed to create high-quality AR content quickly and affordably. CrossCreators covers the entire AR landscape, enabling you to leverage immersive experiences at every touchpoint in the marketing funnel.
Additionally, many of the creators on CrossCreators are skilled in Spark AR, the tool used to create the effects for Coachella. By working with CrossCreators, brands and artists can benefit from the expertise of these experienced creators, without having to spend time or excessive amounts of money to find the right talent.
AR is rapidly becoming a key player in the music industry, and Coachella has shown how AR technology can enhance the festival experience for both performers and attendees. With the help of CrossCreators and other innovative companies, the potential for AR in marketing and entertainment is limitless.
