We were psyched. We were intrigued. We waited for the full details with keen anticipation. Mohawk has been developing an augmented-reality app for some time, and today was the big announcement.
And now? Now, a little tear balances on our wee cheek, as we’ve just read the press release (see bottom of page), only to be left with more questions than answers. HOW do you use Mohawk paper to create your piece of augmented-reality content? WHAT must we do in our design to take full advantage of this? WILL our printers give us that look that chides “somebody’s running before they can walk” the moment we mention using this?
Those of you at the HOW conference this week, please swing by the Mohawk booth (#1709, but we’re guessing you couldn’t miss it if you wanted to), tell them how excited you are by the potential of this app, and then ask them to fill you in on all the details.
And then fill us in, because frankly this tear on our cheek is fine for right now but is going to start looking pretty silly soon.
[Cohoes, NY – June 24, 2013] Mohawk, North America’s largest privately-owned manufacturer of fine papers, envelopes and specialty substrates for commercial and digital printing, announces the launch of Mohawk Live, a new mobile app powered by HP Aurasma augmented reality technology. The app, designed to generate interactive experiences with print, was developed for use on Android and Apple iOS mobile devices. It is available for free download in the App Store and Google Play.
Mohawk Live incorporates the latest in augmented reality technology. The app was specifically designed to enhance materials printed on Mohawk fine paper, connecting the high-touch medium of paper with the high-tech experience of augmented reality. The app provides seamless integration of print with dynamic, interactive content, transforming a one-dimensional image to a multidimensional experience featuring 3-D images, videos, photos, infographics and animations.
“As a paper manufacturer, Mohawk is in the business of connecting. We strongly believe that print and technology can enhance each other. Mohawk Live is a natural progression for our business because it provides a unique, multimedia experience that drives consumer interest in materials printed on Mohawk paper, while also generating measurable results for our customers,” says Bart Robinson, Vice President, Marketing, Mohawk.
Mohawk Live is easy to download and use following these steps:
2.) Point and hover your mobile device 4-6 inches above an image with a Mohawk Live icon.
3.) Wait for the enhanced content to load. WiFi connections are recommended for faster load times and enhanced quality.
4.) The app will launch enhanced content, seemingly bringing the printed piece to life.
Unlike QR codes, which are also used to enhance content, Mohawk Live does not require the use of a barcode which interrupts the visual flow of design and product packaging.
The introduction of Mohawk Live supports Mohawk’s “What Will You Make Today” campaign, celebrating the heritage of Mohawk paper, the culture of fine craftsmanship, and the intersection of tradition and technology in modern design and printing.
The first printed piece designed to utilize Mohawk Live is a limited edition journal developed with Massimo Vignelli, and constructed with Mohawk paper. The introductory page of the journal features a quote from Vignelli, enabled with augmented reality technology to connect readers with an animated video featuring Vignelli describing his grid-centric design techniques.
The Mohawk Live app will be utilized across a number of Mohawk products, publications and platforms to deliver enhanced and exclusive content to consumers.