Category: Augmented Reality Technology

The National Geographic Channel has added a unique learning attraction at the Bahrain shopping center.

National Geographic Channel has entered into a joint venture with the Seef Mall in the kingdom of Bahrain, where it has installed a fascinating augmented reality attraction for visitors to enjoy.

The attraction is open to all visitors to the mall and provides a uniquely realistic experience.

It has been designed to allow people in the mall to view different fascinating parts of the world from the safety, convenience, and comfort of the shopping mall. Through the magic of augmented reality, the National Geographic Channel’s content from around the world appears to come alive before the eyes of the participants, allowing them to learn, watch, and interact.

The official launch of this augmented reality experience occurred this month, and it will continue until April.

Robert Addison, the general manager of Seef Properties, was on site to answer media questions during the previews of the augmented reality experience. Demonstrations of many exciting and fascinating parts of the world were provided. Visitors could “swim” with dolphins and interact with other animals. It was even possible to “feed” dinosaurs that have been extinct for millions of years.

This augmented reality experience provides visitors to the mall with a unique and interesting interactive firsthand experience of activities.  Some would otherwise be too dangerous or otherwise unavailable. For example, they can see what it is to walk on the moon, right before their eyes. Or, they can view some of the most treacherous weather conditions that the globe can conjure up. The cutting edge digital technology opens up an interactive and fascinating world that allows participants to immerse themselves in the learning experience.

From the West Wing of the mall, where the augmented reality attraction is taking place, Addison explained that “Seef Mall brings in a new era of interactive technology through this event, which combines education with fun at the same time. National Geographic has always inspired many, we hope families, children and visitors of the mall will take advantage of this unique ‘never-been-witnessed-before’ experience in Bahrain which will be on showcase at the mall starting tomorrow for next few months.”

While there is some promise behind these high tech products, many believe the concept is lacking.

Disney has announced a line of augmented reality toys that allow a child to view the object through a smartphone or tablet in order to watch a favorite character interact with the item, but many reviews have indicated that the technology may not quite be adequately developed to provide the magical experience with which the company is typically associated.

Though there are some strengths to the idea, critics are calling it gimmicky and confusing.

Is augmented reality ready for the type of play experience that Disney is hoping to achieve? The products have been geared toward a very young demographic, in order to allow them to both play with the toys and watch their favorite characters do the same, with a certain level of interaction, as well.

However, many wonder if this type of augmented reality product is being released too soon for the tech.

It may be that the concept itself has not been fully developed in order to allow for the ideal level of interaction and, therefore, value to be obtained in this type of product. While those who are in favor of the toys feels that it adds an added element of fun and magic, critics wonder why a child should have to set the toy aside and watch a character play with it, instead of actually using the object him or herself.

At the same time, they augmented reality feature of the toys does offer an added experience, not only through the fun of watching a favorite character magically appear to play with the toy, but the animated characters also encourage the child to participate through song and interactive games.

Though the concept may be somewhat basic, it is still applying a great deal of fascinating technology that remains in its infancy in terms of consumer involvement. As adults seem divided, it appears that it will need to be the children who decide whether or not the effort was worthwhile.

The toys themselves were created and manufactured by a licensee called Jakks. They worked together with NantWorks, which is a company that uses augmented reality primarily for Disney developing and advertising.