Visitors to the Target Too space were encouraged to download the app, presenting a 3D map of the exhibit, unlocking a unique interactive experience as they approached each of the nine physical installations. After experimenting with beacon technology, the team realized they needed something more accurate and reliable, turning to partners Qualcomm and Acuity Brands to deploy the first ever, publicly available iOS app using Lumicast lighting technology. Unlike RF-based technologies, Lumicast uses visible-light signals transmitted from LED fixtures, which can be picked up through the front camera of a smart phone to determine its position and orientation with exceptional precision and speed. By developing the app in Unity, we could incorporate 3D models and use them to add a layer of augmented reality that reacted to the physical space to enhance the experience.

The experiential solution included nine stunning pieces of artwork that guests could interact with and unlock surprises through the Target Too mobile app. Each art piece was made up of products you could find at Target, each with their own unique mobile experience. The app used Lumicast lighting technology in a way that’s never been done, to highlight interactive experiences as visitors moved through the space. Lumicast enabled the Target Too app to track the location of the visitors in the space using special lights, sensed and decoded by the app. This “light-enabled beacon” allowed guests to unlock special digital experiences, including games, social sharing and full augmented reality, at each art installation.

Target Too was a success not only based on attendance and engagement garnered during Art Basel, but by building buzz and excitement within the retail/tech/art industries as an innovative activation that truly set the bar. The overall event was less than a week and there were over 11,000 attendees, 74% of PULSE fair traffic. Visitors spent an average of seven minutes within the space, with many staying even longer to interact with each installation. Net sentiment was over 99% positive and popular influencers and icons gushed about it including Artist Chuck Close, social media stars, and industry outlets.