December 1, 2021

KAWS Reese’s Puffs containers open AR cereal portals to the longer term


The artist often called KAWS labored with Common Mills to create a pair of designs for Reese’s Puffs cereal. Every field features a QR code that hyperlinks to a smartphone app referred to as KAWS Puffs, developed in collaboration with Acute Artwork. Utilizing the field as a visible base, KAWS Puffs open an augmented actuality cereal portal by means of which the person is invited to step, into a brand new realm.

This isn’t the primary time an artist has labored with a meals firm to put their artwork on grocery retailer cabinets. Take for instance Andy Warhol (or extra precisely: the Andy Warhol Property), labored with the Campbell Soup Firm to launch a set of “Andy Warhol fiftieth Anniversary” soup cans. Like what KAWS and Reese’s Puffs did right here in 2021, the design of the packaging is totally different, whereas the contents stay the identical.

This cereal collaboration takes issues up a notch and permits the viewer (and the eater of the cereal) to take a peek into the longer term with augmented actuality. This isn’t fairly the metaverse, but – we will’t actually modify the atmosphere or take any of those items of digital content material house with us – however it’s getting shut!

The orange field will be bought in shops throughout the USA proper now, you’ll discover them on retailer cabinets for a value of round $3.99. They’re decidedly not uncommon – so don’t go dropping a whole lot of {dollars} for a field on eBay.

The blue field design is a Restricted Version design, made to imitate the “dynamic 24-hour AR expertise” which, at evening, has a darkish blue sky – fancy! One batch of those restricted version blue containers was bought on KawsPuffs.com for roughly $50 apiece – they’re bought out.

The AR expertise provides one other pathway to the blue field. Within the app, when you’ve stepped by means of the cereal portal AR through Acute Artwork, you’re invited to play a sport. The sport exhibits the KAWS Companion standing in milk, simply because it’s proven on the again of the orange field. Items of Puffs fall from the sky, and the person should faucet to interrupt as many Puffs as they’re ready earlier than mentioned items of cereal trigger the Companion to sink!

The blue field has a distinct design from the orange field – however it’s greater than only a totally different association of inks. This field additionally has 3D parts, making the field a chunk of 3D artwork that expands past the flatness of a typical field of cereal right here in our bodily world.

And this isn’t the beginning nor the top of artwork works showing in augmented actuality, by means of our telephones, held on our partitions and offered in any area we want in AR, VR, and combined actuality. The Acute Artwork app additionally delivers extra KAWS and different artwork to customers with augmented actuality on a number of platforms, proper this minute!

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