Augmented reality, a process of mixing of a physical world with virtual computer-generated elements, is more and more often used by brands.

The next experiment in this walk of life was carried by Benetton, which used an “augmented reality” technology in its Colors magazine devoted to teenagers (pic.).

As a result, photos become alive and turned to short episodes from a teens’ life while interviews got voices:



It is the first such experience for Benetton and it was created in the collaboration with Julian Koskawitz.

“Simplicity is at the heart of the project. While there’s some clever technology going on behind the scenes, the reader has to do nothing more than hold a magazine up in front of their webcam, which is appropriate for the magazine’s non-geeky audience – and its techno-allergic editor Erik Ravello”, – says Andy Cameron, the executive director of Fabrica , the creative and research lab behind Benetton.

One can turn over the pages online – at colorsmagazine.com/teenagers .



Benetton history