{"page":"\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/resources-c03aa079.css\" /\u003e\n\u003clink rel=\"stylesheet\" href=\"https://lessonplanet.com/assets/packs/css/lp_boclips_stylesheets-517835be.css\" media=\"all\" /\u003e\n\u003cdiv data-title='Startups embrace augmented reality tech trend' data-url='/boclips/videos/5c54d29bd8eafeecae1e315a' data-video-url='/boclips/videos/5c54d29bd8eafeecae1e315a' id='bo_player_modal'\u003e\n\u003cdiv class='boclips-resource-page modal-dialog panel-container'\u003e\n\u003cdiv class='react-notifications-root'\u003e\u003c/div\u003e\n\u003cdiv class='rp-header'\u003e\n\u003cdiv class='rp-type'\u003e\n\u003ci aria-hidden='true' class='fai fa-regular fa-circle-play'\u003e\u003c/i\u003e\nVideo\n\u003c/div\u003e\n\u003ch1 class='rp-title' id='video-title'\u003e\nStartups embrace augmented reality tech trend\n\u003c/h1\u003e\n\u003cdiv class='rp-actions'\u003e\n\u003cdiv class='mr-1'\u003e\n\u003ca class=\"btn btn-success\" data-posthog-event=\"Signup: LP Signup Activity\" data-posthog-location=\"body_link_boclips\" data-remote=\"true\" href=\"/subscription/new\"\u003e\u003cspan\u003e\u003cspan\u003eGet Free Access\u003c/span\u003e\u003cspan class=\"\"\u003e for 10 Days\u003c/span\u003e\u003cspan\u003e!\u003c/span\u003e\u003c/span\u003e\u003c/a\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-body'\u003e\n\u003cdiv class='rp-info'\u003e\n\u003cdiv aria-label='Hide resource details' class='rp-hide-info' role='button' tabindex='0'\u003e\u0026times;\u003c/div\u003e\n\u003ci aria-label='Expand resource details' class='rp-expand-info fai fa-solid fa-up-right-and-down-left-from-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003ci aria-label='Compress resource details' class='rp-compress-info fai fa-solid fa-down-left-and-up-right-to-center' role='button' tabindex='0'\u003e\u003c/i\u003e\n\u003cdiv class='rp-rating'\u003e\n\u003cspan class='resource-pool'\u003e\n\u003cspan class='pool-label'\u003ePublisher:\u003c/span\u003e\n\u003cspan class='pool-name'\u003e\n\u003cspan class='text'\u003e\u003ca data-publisher-id=\"30356011\" href=\"/search?publisher_ids%5B%5D=30356011\"\u003eCurated Video\u003c/a\u003e\u003c/span\u003e\n\u003c/span\u003e\n\u003c/span\u003e\n\u003c/div\u003e\n\u003cdiv class='rp-description'\u003e\n\u003cspan class='short-description'\u003eFOR CLEAN VERSION SEE STORY NUMBER: 4069155LEAD IN:It took the world by storm through smartphone app 'Pokemon Go', now augmented reality (AR) is becoming a hot trend among fledgling startups.At Helsinki startup event Slush, AR is popping...\u003c/span\u003e\n\u003cspan class='full-description hide'\u003eFOR CLEAN VERSION SEE STORY NUMBER: 4069155LEAD IN:It took the world by storm through smartphone app 'Pokemon Go', now augmented reality (AR) is becoming a hot trend among fledgling startups.At Helsinki startup event Slush, AR is popping up in everything from beauty apps and exercise games, to architecture tools.STORY-LINE:This medieval castle is seemingly floating among the busy booths at two-day tech fest Slush in the Finnish capital.It's all the work of Helsinki-based Umbra, which has used Microsoft's HoloLens headset to seemingly transport a digitised ancient building into the real world.It's just one application for augmented reality, a top tech trend since Niantic used it to place Pokemon creatures on streets and parks around the globe.\"People have different opinions on what really is augmented reality,\" explains Umbra Chief Operating Officer Sampo Lappalainen.\"Like some people are saying that 'Pokemon Go' is an example of augmented reality, whereas really that game augmented reality really doesn't play a huge role, in fact, most people turn it off.\"While virtual reality allows headset wearers to escape to immersive and all-encompassing artificial dimensions, experts believe AR has broader everyday applications.It's able to overlay the real world with information, avatars or user interfaces. Lappalainen claims it's more social too.\"I think it's more socially acceptable to have an AR device on your head than a VR device, for instance,\" he claims.\"Because VR isolates you from the real world, you put the headset on and you don't see what's going on around you and you are not there. But with AR, you can still interact with people.\"In the hope of following Pokemon Go's success, startups are incorporating elements of augmented reality tech into their new creations.Map My Beauty smartphone app claims to be the world's first selfie-powered beauty coach, allowing users to recreate popular looks or imitate famous faces.\"When you're applying make-up, it's actually really hard to figure out how to put on different makeup products so that it works best on you,\" explains CEO and founder Annabella Daily.\"You can go to see a beauty advisor in a department store, you can watch YouTube videos, but beyond seeing another makeup artist who can help you, you have no idea.\"That's where the AR tech comes in. Using a simple 'selfie' photograph, the app overlays personalised, step-by-step makeup instructions onto users faces. It also gives product recommendations tailored to individual features and preferences.\"Where augmented reality comes to play and it comes to beauty apps, is that we automatically can analyse the symmetry of your face, your eye shape, your face shape,\" explains Daily. \"And then we can overlay right on your own selfie the tutorial instructions. So we make it really easy and really simple.\"While 'Pokemon Go' certainly gives gamers a good workout, 'Run An Empire' smartphone app is designed to gamify the running experience as a whole.It uses workout tracking GPS technology, but overlays that with a gaming platform which allows competitors to capture territory while breaking a sweat.\"We've created a kind of hexagonal grid that overlays the cities or actually the whole world and every time you go for a run, you can capture one of those hexes,\" explains founder Ben Barker.\"So you run through it and it becomes yours, if you run round a whole bunch of them, you catch all of them. \"So the idea we've got is this territory control game like 'Risk' or 'Go', but everyone's playing and competing against each other, a sort of nationwide turf war if you like, to capture the most hexes and own the biggest empire basically.\"Sweden-based wec360 is demonstrating how AR can be used to help architects quickly visualise new building designs.Using a tablet, Slush visitors can view this digital apartment building as if it's rising from the show floor. They can even climb inside and get a view from ground level.\"Augmented reality is probably one of the most exciting tech demos that we have now,\" explains Per Hjaldahl from wec360: \"Where one can just sit at home, in his couch, bed, or anything, and start experiencing how their future building is going to look like in an almost photo realistic manner.\"Hjaldahl says using AR means architects don't have to spend hours painfully constructing scale models.\"It is like having a real physical, miniature model of your future building, but it's all digitised so you can actually work with it in a dynamic manner so you don't have to build it with glue and wood and stuff,\" he says. \"It's all completely digitised and you get a perfect view of how you're planning your future building.\"Slush start-up event ran 30 November - 1 December at Messukeskus expo and convention centre in Helsinki, Finland.The Finnish capital's annual event welcomed a sold out crowd of around 17,500 attendees from 124 countries. That included more than 2,300 startups and in excess of 1,100 investors.Helsinki, Finland - 30 November 20161. Various of Slush startup event attendee wearing Microsoft HoloLens headset and trialling Umbra 3D experience2. SOUNDBITE (English) Sampo Lappalainen, Chief Operating Officer of Umbra:\"People have different opinions on what really is augmented reality, like some people are saying that 'Pokemon Go' is an example of augmented reality, whereas really that game augmented reality really doesn't play a huge role, in fact, most people turn it off.\"3. Close of screen showing augmented reality view through HoloLens headset4. Various of Slush startup event attendee wearing Microsoft HoloLens headset and trialing Umbra 3D experience5. SOUNDBITE (English) Sampo Lappalainen, Chief Operating Officer of Umbra:\"I think it's more socially acceptable to have an AR device on your head than a VR device, for instance. Because VR isolates you from the real world, you put the headset on and you don't see what's going on around you and you are not there. But with AR, you can still interact with people.\"6. Close of 'Slush' logo7. Tilt up from show floor to decorations8. Various of Annabella Daily, Founder and Chief Executive Officer of 'Map My Beauty', using 'Map My Beauty' smartphone app9. SOUNDBITE (English) Annabella Daily, Founder and CEO of 'Map My Beauty':\"When you're applying make-up, it's actually really hard to figure out how to put on different makeup products so that it works best on you. You can go to see a beauty advisor in a department store, you can watch YouTube videos, but beyond seeing another makeup artist who can help you, you have no idea.\"10. Various of Daily using 'Map My Beauty' smartphone app augmented reality feature11. SOUNDBITE (English) Annabella Daily, Founder and Chief Executive Officer of 'Map My Beauty':\"Where augmented reality comes to play and it comes to beauty apps, is that we automatically can analyse the symmetry of your face, your eye shape, your face shape, and then we can overlay right on your own selfie the tutorial instructions. So we make it really easy and really simple.\"Helsinki, Finland – 1 December 201612. Various of Ben Barker, Founder of 'Run An Empire, using 'Run An Empire' exercise game app13. SOUNDBITE (English) Ben Barker, Founder of 'Run An Empire':\"We've created a kind of hexagonal grid that overlays the cities or actually the whole world and every time you go for a run, you can capture one of those hexes. So you run through it and it becomes yours, if you run round a whole bunch of them, you catch all of them. So the idea we've got is this territory control game like 'Risk' or 'Go', but everyone's playing and competing against each other, a sort of nationwide turf war if you like, to capture the most hexes and own the biggest empire basically.\"Helsinki, Finland - 30 November 201614. Tilt up of Slush show floor15. Mid of beverage booth16. Various of tablet showing wec360 augmented reality building 17. SOUNDBITE (English) Per Hjaldahl, wec360:\"Augmented reality is probably one of the most exciting technic demos that we have now. Where one can just sit at home, in his couch, bed, or anything, and start experiencing how their future building is going to look like in an almost photo realistic manner.\"18. Various of tablet showing wec360 augmented reality building 19. SOUNDBITE (English) Per Hjaldahl, wec360:\"It is like having a real physical, miniature model of your future building, but it's all digitised so you can actually work with it in a dynamic manner so you don't have to build it with glue and wood and stuff. It's all completely digitised and you get a perfect view of how you're planning your future building.\"20. Wide of Slush show floor21. Low shot of attendees walking by22. 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