Augmented reality (AR) is seeing greater deployment for at-home use, at an enterprise level and for out-of-home entertainment. When it comes to the latter, the UK’s Legoland Windsor Resort has unveiled its latest attraction, The Magical Forest, which utilises Zappar’s AR technology for a self-guided walk-through experience.
The Magical Forest is an immersive experience for families that build upon the Lego Mythica area of the resort. As guests wander through the forest they’ll be able to use the Legoland app to scan QR codes at AR activation points, bringing all the Lego creatures to life.
This AR adventure is narrated by BOBs, the baby alicorn, brought to life and transformed from Lego to his real-life form. BOBs will guide families through The Magical Forest whilst introducing creatures such as Crystal Claw Crabs, Baby Lava Dragons, Venus Fly Traps and the Lava Dragon herself. To increase the interactive elements, the AR experience will encourage kids to help BOBs find their missing wing, take a photo with the Lava Dragon and special virtual cards to collect with stats on each creature.
“We’re hugely excited to be launching The Magical Forest which deep dives into Lego Mythica in an extraordinarily captivating way. Kids and their parents will be able to explore this enchanting walk-through experience filled with an abundance of amazing mythical creatures built out of Lego bricks,” said Helen Bull, Divisional Director at Legoland Windsor Resort in a statement. “We can’t wait to welcome families once again to this epic land which received 5-star reviews last year and is the perfect place for families to build memories together and let their imaginations run wild.”
“This really is a dream project to work on with such an iconic brand, venue and new IP. The challenge was to deliver spatial storytelling that could enhance and complement the incredible physical experience that is the cornerstone of a great day out at the Legoland Windsor Resort and really immerse family and kids in this wonderful world of Lego Mythica in a special way,” adds Caspar Thykier, Co-founder and CEO at Zappar.
Legoland Windsor’s new Magical Forest AR Experience is open now and continues the UK’s deployment of immersive technologies in location-based entertainment (LBE). Earlier this year saw London play host to The Green Planet AR Experience based around the natural history show narrated by Sir David Attenborough.
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