This is a presentation on augmented reality that I gave at the Creative Cape Town section of the recently held Design Indaba. The presentation is best viewed with a talking head in front to explain some of the slides. However, to try make it more understandable I have inserted some explanation on several of the slides. Of possible interest about the presentation is that it had to be delivered within 10 minutes because it was being filmed for YouTube. Knowing that the average online video view is no longer than two to three minutes I designed the presentation to contextualize the content and provide an "executive summary" of the entire presentation within three minutes. I then spent the remaining time fleshing out the points. This is an example of the fractal brand strategy that we are developing at Sagacite Brand Agency, where I work.

1. Augmented reality
as a design component
of Cape Town
Presentation by
Patrick Collings, Sagacite Brand Agency
Cape Town Creative Cluster, Design Indaba
February 2009
photo by Kieran Connellan http://www.flickr.com/photos/mrhappy8/357028037/sizes/o/

2. is Cape Town a design city
In what way could design make a difference to the Cape Town central city
(related the presentation to the topic of the conference. argued that relevant
information delivered at the right time is an important design component of a city)

3. ly
ck
ui
q
y
b
go
es
ut
n
i
m
10
Photo by Patrick Boury http://www.flickr.com/photos/pbo31/223047944/sizes/o/

4. this presentation is
technically barren
Photo by Estado Lateral Media Lab http://www.flickr.com/photos/i2offplusr3nder/2493389484/sizes/o/

5. Augmented reality deals with the combination
of real-world and computer-generated data,
where computer graphics objects are blended
into real footage in real time.

6. Augmented reality is the real-time delivery of
digital information to enhance or enable a
geographical / physical experience
(expanded on the previous definition to make it broader and include
delivery via channels such as sms and bluetooth)

7. as a society we are comfortable
Photo by Mo Riza http://www.flickr.com/photos/moriza/272912203/sizes/o/

8. with the tools
on hand
Photo by Massimo Regonati Lab http://www.flickr.com/photos/mastrobiggo/2414317157/sizes/o/

9. and a desire to know more

10. consuming
information
in layers

11. our reality coexists
with our virtuality

12. in our literature
& films

13. in our
philosophy
Jean Baudrillard (1929 - 2007)
(french philosopher who tackled the concept of virtuality in society)

14. we trade in
currencies
that we never
actually hold

15. second life
introduced
the reality
of virtual
worlds to
many adults

16. transmedia
(an important theme that looks at how society moves between the real
and the virtual. spoke about campaigns that encourage this)

17. we have the tools

21. bringing it all together

22. (in the nearby town of stellenbosch, more than 20 sculptures have been place on
the sidewalks with numbers that can be smsed for more information)

23. (introduced the audience to the concept of qr codes)

27. (this slide and the next looked at the future of mobile devices using positioning and image
recognition to provide more information about a geographical location)

29. layering the information

30. user content
marketing information
geographic reality

31. design needs to exist in all the
layers, in the reality as well as the
virtual and in their combination

32. Thank you
patrick collings
patrick@sagacite.co.za
+27 83 616 0967