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UI/UX Design

Metallica AR concept

Client

Metallica

Industry

Events

Date

2023

Designing the next generation of fan experiences for Metallica's M72 world tour

Metallica is always looking at how they can improve their tour experience for their fans. With the launch of Google's Geospatial locator technology we were asked to create a concept and proof of technology concept for what an augmented reality enhanced Metallica concert might look like.

We used one of their concert venues, PNC Park in Pittsburgh, to show how they could enhance the fan experience through large virtual installations, meet up points, All Within My Hands Foundation donation points, and even a virtual merchandise store.

FOR THIS PROJECT WE PROVIDED:
  • • Creative direction
  • • Visual design
  • • UI / UX Design

We were able to get access to the new beta of Google's Geospatial Locator technology through Adobe Aero which was announced at Google I/O in 2023. This technology allowed us to create fixed virtual experiences that anyone could access through a link or QR code and required no additional download.

Infrastructure to wow factor with a tiny price tag

We created a variety of experiences which we thought would be important to both the band and to fans attending a concert. This ranged from large experiences like having the Metallica logo float above the stadium to having the concert poster which is unique to each city float above the entrance to the stadium.

We then explored a variety of smaller scale experiences from directional signage to meet up points to a virtual merch store where you could all the best selling tour shorts and hats.