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To bring Decorex Africa 2022 to life for its audeinces even before they step in to the event, augmented reality (AR) proved the ideal tool. Naasier Adams, Founder and Managing Director of Scamp, was at the helm of the project.

For those visiting Decorex Africa, and those preparing to do so, imagining and reimagining the world of design is a key component of the event experience. Using AR to immerse audiences in that mode of thinking meant considering context and creating inspiration.

1. Could you briefly describe the Decorex AR tool for those who haven’t yet experienced it?

We explored and shared a new level of engagement with the Decorex audience by making use of augmented reality featured on the Instagram filters section. Although the filter section has been mainstreamed by photo treatments and filters projected on to faces, Decorex hired us to project more relevant content in to the real world.

“With the effects available to try out in the ‘filters’ section of Decorex Africa’s Instagram page, it’s possible to “project” the event’s manifesto into the area surrounding the user. With the words seemingly all around the user, the person reading the manifesto finds themselves reading it not from top to bottom on a flat page, but in the context of their immediate environment – in much the same way that design is best understood by experiencing it in person.”

2. What are some of the impressive augmented reality projects out there that inspired or informed the making of this one?

Some of my favourite inspirations were Nike’s fascinatingly fun NIKELAND and the richly detailed, AR-powered launch of OMSETYPE with the Agenda 2020 app.

3. What were some of the steps you took to create the Decorex Africa AR experience?

One step was to explore the possibilities and limitations of the technology to introduce augmented reality to an audience who may not have experienced it in this way before. An important step was to consider the physical surroundings where the elements and objects would be experienced, and how that would affect the user experience. Our ultimate goal was to make it an effortless, intriguing experience.

“Scamp set about creating an app that places its audience in the midst of the event’s meaning, while needing little interaction from them – all the better to focus on absorbing the message.”

4. What do you want audiences to feel when they try out this AR experience for the first time?

Like Decorex Africa as a whole, the filters don’t exist just for the purpose of being enjoyable while they’re being experienced, but to inspire further thinking about building on existing creations. For the audience who steps into the heart of the Decorex manifesto using the effects, the thought that’s sparked should be, “Wow, I wonder what else is possible.”

View the full project here.