Get ready to embark on an immersive journey like never before, as Outernet’s most innovative piece yet is still fluttering around in Central London.
Designed by Pixel Artworks, The Butterfly Trail is the world’s first mixed reality experience and will be playing every day (for free, might I add) between 12pm-6pm at Outernet’s flagship space, The Now Building. Although no specific end date has been announced, Outernet have confirmed that it will be running ‘at least until the end of the year’.
The groundbreaking technology pushes the boundaries of immersive design and gives visitors the opportunity to hold their very own butterfly on the tip of their finger. This breathtaking display is being played across the giant floor to ceiling, four-storey high, 16K wrap around screens; the most advanced screens in the world (in case you were wondering), so it really is a deeply immersive experience that has never been possible before. Sounds pretty darn exciting to me, that’s for sure.
The Butterfly Trail guides visitors through intrepid explorer, Professor Peter Pelgrin’s Botanical Workshop where they will be invited into his Glass House to interact and explore. Using their smartphone, visitors will be able to release magical AR butterflies and trigger real-time animations.
Outernet (after less than a year of being open) is on target to be the number one visitor attraction in the UK as footfall continues to grow ahead of long established places such as the Natural History Museum and the British Musuem. Not bad, hey?
Alexandra Payne, Creative Director Outernet London, said: “This is truly a global first and I cannot wait for visitors to be immersed in the world of The Butterfly Trail on the most advanced screens in the world.”
Tom Burch, Managing Director at Pixel Artworks, said: “It’s wonderous to think you
can step into nature in the heart of London and hold butterflies in your hand!
Launching The Butterfly Trail at Outernet, one of the UK’s most visited attractions,
with such innovative experiential technology helps us break creative boundaries
with audiences looking for new, exciting immersive experiences.”
