Piccadilly Lights and Times Square host AR music shows

The world’s most famous out-of-home landmarks, Times Square and Piccadilly Lights, have been transformed into live stages for augmented-reality performances by the virtual band Gorillaz.

Fans were invited to gather in New York on 17 December and in London on 18 December as the band, featuring virtual characters, performed their track Skinny Ape.

The Skinny Ape shows were developed by creative agency Nexus Studios, using Google’s ARCore Geospatial API which enables content creators to turn cities into live canvases.

The showcases were managed by Outfront Media, which manages the Northeast Domination display in Times Square, and Ocean Outdoor which operates the Piccadilly Lights on behalf of owner Landsec. Both companies are looking to develop further brand experiences which combine outdoor and virtual elements.

“The scale of this innovative AR experience uniquely leverages the physical architecture, OOH media, and Google’s Geospatial API to blur the lines of a physical, digital, and virtual activation,” said Jason Kuperman, Outfront’s chief product experience officer.

Catherine Morgan, director of Ocean Labs, said: “These performances are a milestone in the evolution of digital out of home, using culture to bridge the physical and virtual worlds.”

Derek Manns, commercial media director at Landsec, added: “Situated in the cultural heart of London and New York’s entertainment districts, the Piccadilly Lights and Times Square are the perfect portals to unveil the music video of the future.”