For the past few days, 'the fire lion' has been making headlines in the media. As CNN writes, a projection of a blazing lion marked the grand opening of the football stadium in Argentina. While undeniably spectacular, as leaders in this field, we have to set the record straight—it's not a hologram. What you saw was an excellent example of an AUGMENTED REALITY (AR).

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LET'S INSERT A QUICK "NEW TRENDS IN THE DIGITAL WORLD" DICTIONARY HERE!

a/ AR = AUGMENTED REALITY

Augmented Reality (AR) is a technology that overlays digital information or virtual elements onto the real world, typically viewed through a smartphone, tablet, or AR glasses. Unlike virtual reality, which creates a completely immersive digital environment, AR enhances the real-world environment by adding computer-generated elements to it.

AR typically includes:

(1) a blend of real and virtual elements (2) interactive elements in real-time (3) precise 3D alignment of virtual and real-world objects

 b/ HOLOGRAM

A hologram is a three-dimensional image created using holography, a technique that captures the light scattered from an object and then presents it in a way that appears three-dimensional. Unlike regular photographs or videos, which are two-dimensional representations of objects, holograms allow viewers to see an object from different angles as if it were actually there in physical space.

DIFFERENCE

The key difference is that a hologram is visible to the naked eye and occupies real space. AR, as the name 'augmented' suggests, enhances the real world digitally and often requires special glasses or devices (ex. AR glasses, smarphone, tablet).

CONCLUSION

In summary, fans watching from home could view the lion on TV screens, while those in the stadium experienced it through a phone app or on the large stadium screen. This stunning presentation falls under the domain of Augmented Reality (AR), showcasing the integration of digital elements into the real-world environment.

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But linguistic definitions aside, the good news is that this is an excellent example of creating engagement and grabbing attention. Contact us for your upcoming event and let's create spectacular moments together!

(* photo is a screenshot form video on this link.)