How do you bring people closer to the food they eat by using immersive technology and compelling data?
As part of the London Food Tech week, infogr8 was tasked with producing an augmented reality experience for guests to interact with. While the menu was set, the organisers of the event were looking for a partner agency to set the creative vision, conduct research and analysis on food waste, and develop the visual experience of the AR app.
A data-led augmented reality experience that visually explains the effects of food waste on our environment, alongside a set of AR recipe cards showing how to make each dish at the event.
In collaboration with Spearhead Interactive and Joe Sarah Photography, we created a series of custom infographics to view in augmented reality. After downloading the app, guests were invited to discover these infographics by exploring their surroundings and finding specific trigger images to point their phone camera at. Guests could also point their cameras at the large-scale food photography hanging on the walls to view the recipes that would be served that evening.
Each trigger image would launch a different AR graphic into the environment. Because we were working with a talented photographer, we wanted to feature the high-res photos as central visual while still using charts and iconography to tell the story behind the data. To accomplish this we used a bold colour palette to separate photography from illustrations, with rounded lines serving as a natural divider between the two visual elements.
Ahead of the event, our data journalist researched and analysed the data on global food waste to find the most impactful facts to feature. These stats were then contextualised alongside other data to help people put the numbers in perspective. For example: did you know that the amount of global food waste is 4x the amount needed to feed all the malnourished people in the world?
We then took these facts and produced a series of visualisations that weaved together a narrative around food waste. Alongside the digital recipe cards and Spearhead’s virtual reality app, guests were encouraged to interact with their surroundings throughout the evening to discover the facts behind food waste.
“We were producing an Augmented Reality app to be used for our Root to Flower Immersive Dining Experience and needed to create meaningful infographics and photos on food waste – as well as recipes that reflect the Root to Flower concept – that would be used during the dinner. Infogr8 did a wonderful job – the infographics were carefully researched and beautifully presented and Ben was extremely thorough, professional and super accommodating to our tight schedule. It was a true pleasure to work with Infogr8 and I hope to work with them again in the future.” – Kim Arazi, CEO & Founder IN3 Immersive