Augmented reality art and tech companies in digital public spaces

Abstract

This investigation is focused on augmented reality art, which in recent years is emerging in digital public spaces, promoted by large technology enterprises. To address this issue, a multiple-case study has been conducted consisting of Snapchat’s Art Around you (2017) and Apple’s exhibition [AR]T Walk (2019). The research method used is the qualitative analysis, which enables the exploration and description of the artistic and promotional meanings of the projects, as well as the possible meaning shifts of digital public spaces. Main results include the creation of AR artworks, contextualized within symbolic spaces in outstanding cities in the world, aimed at showing these companies’ technological advances and taking the opportunity of using communicatively the positive connotations of art.

Keywords: art, augmented reality, tech companies, public spaces, city.