In an effort to familiarize more consumers with augmented reality and generate community around its stores, the brand unveiled new digital art installations in six cities worldwide

Apple is launching a new program designed to promote the use of AR worldwide. The brand's initiative, called [AR]T, is a call to harness augmented reality and consists of six distinct art installations that are visible only through a phone screen.

Apple's AR pieces, designed by seven international visual and installation artists, are available in cities around the world, including New York, Paris and Tokyo. The collection is viewable on what the tech company calls [AR]T walks, which guide users through each city and establish Apple stores as cultural hubs.

Using their iPhones as interactive windows to immersive worlds, participants will experience works created specifically for augmented reality and curated by the New Museum. The program is designed to generate buzz around Apple's AR capabilities and stores as community centers, as well as inspire users with the possibilities at their disposal. And for those who can't visit one of the six cities, artist Nick Cave created an immersive AR piece that can be experienced in every Apple store.

The news comes as Apple pushes further into this technology, adding AR hubs in its stores and unveiling new software that allows users to build their own digital worlds. Free 90-minute sessions at the brand's stores teach visitors how to explore their creativity in an interactive, digital space.

Apple

Apple [AR]T


Lead image: Apple

Apple is launching a new program designed to promote the use of AR worldwide. The brand's initiative, called [AR]T, is a call to harness augmented reality and consists of six distinct art installations that are visible only through a phone screen.

Apple's AR pieces, designed by seven international visual and installation artists, are available in cities around the world, including New York, Paris and Tokyo. The collection is viewable on what the tech company calls [AR]T walks, which guide users through each city and establish Apple stores as cultural hubs.