Marina Square brings festive characters to life with an augmented reality Christmas

Marina Square brings festive characters to life with an augmented reality Christmas
Catch augmented reality snow falling at Marina Square atrium.

SINGAPORE - Set to transform the mall into a magical experience this Christmas, Marina Square launches its Christmas campaign with an Augmented Reality (AR) app to bring festive characters to life. Shoppers can see Santa Claus riding his sleigh, reindeers winking, snowmen dancing, snow falling and more at the 'winter-themed' atrium. Here's how:

Christmas Tree

A white Christmas Tree, decked in colourful baubles and LED lights, will stand at 10-metres tall at the atrium. Shoppers can run the app and scan the AR posters placed around the Christmas Tree to see an AR Santa Claus circling the Christmas Tree on his sleigh. Shoppers can take photos with the AR Santa after he makes his landing.

Santa's Hut

Santa's Hut is located next to the Christmas Tree where shoppers can enter the cozy hut and use their device to scan the AR markers. They will see a framed picture of Santa turn to life and an AR Santa and AR snowman appear from the hut's windows.

Toy House

The Toy House will be a magical experience for kids this Christmas. In the Toy House, the AR experience includes an AR Jack-in-the-Box and an AR snowman appearing and dancing on a platform. The experience continues at the snow slide outside the Toy House where kids can drag and pull as many AR penguins on their device's screen to the slide.

Santa's Sleigh

At the Santa's sleigh, shoppers can trigger and snap photos with an AR Santa and an AR reindeer. Shoppers can also experience AR snow falling around the telephone booth next to the sleigh when they point their device at the AR markers.

Kids Fun Zone

This play area allows children to see Christmas Cards come to life and watch AR dancing snowmen on a dance platform. Younger kids can also enjoy glitter tattoos of their favourite festive characters at the play zone.

The Marina Square AR Christmas App is available for download for free on iOS (6.1 & above) and Android (4.2) phone/tablet from Nov 21, 2013. Designed to engage mobile/tablet users with augmented reality fun this festive season, the app enables users to explore and uncover '3D festive characters and presents' in the mall and on the mall's Christmas print advertisements and Christmas cards. Users can take photos of the AR characters and share them on Facebook and Twitter.

After downloading the app, the user can start the app and scan markers installed at designated locations in the mall and on the print materials to trigger 3D AR characters with animation/sound effects.

For those without AR compatible devices, Marina Square has on-site event crew who will provide assistance to all shoppers to enjoy the AR experience.

The public can enjoy the augmented reality winter wonderland experience at the atrium from Nov 22 to Dec 25, 2013.

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