Philips commissioned an augmented
and mixed reality experience
using Magic Leap and ARKit respectively

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ISE in Amsterdam is the biggest showcase for the A/V industry and Philips Displays are one of the key attractions at the exhibition. For 2019, the team at Philips wanted to utilise immersive tech to offer something unique. There were two aims for the immersive experiences – the first focused on offering ISE delegates a playful way to explore the latest Philips products, while the second was to be a functional toolkit for A/V industry.
A Magic Leap mixed reality application and an ARKit app for an iPad were the two solutions chosen. This was to be Draw & Code’s first commercial project using a Magic Leap One – and it was due to be experienced by many thousands of delegates at ISE.


Working in partnership with the team at Philips Professional Displays, the Magic Leap was a playful addition to the stand that helped to engage delegates. The leading-edge mixed reality device allowed the user to interact with a 3D character inspired by the Philips brand and their partnerships with Google’s Android. An augmented reality portal that appeared within the Philips displays could be seen by those wearing the Magic Leap One. Not only that, the participants could ‘pick up’ the cute characters and throw them in and out of the screen in front of them. It was a fascinating concept that felt like the middle ground between a TV or movie and an integrated augmented reality experience that allowed the fantastical ability to reach inside the screen and pull out elements of it and place them in the real world.
The second experience was something a lot more practical – a toolkit that utilises augmented reality to allow Philips’ partners to spec the correct screens for a client. This app has been dubbed ‘ARc’ (Augmented Reality Configurator) and features the ability to select a realistic-looking representation of a screen and see it at 1:1 scale on the wall in front of you. The ARKit app can even measure the space available and auto-populate the view with screens to allow A/V installers to quickly preview the best options available to the client.


This was the first use of Magic Leap with a screen brand, meaning that the mixed reality experience stood out at the sprawling ISE show – even in amongst a wealth of eye-popping screens and installations. With in-headset action playing on a giant screen, this proved to be the star attraction on Philips’ stand, validating their vision of using new ways to explore the offer of the electronics giant’s core screen offering.

Speaking at ISE 2019, Martin Ware, EMEA Business Manager and UK Sales Director at Philips Professional Display Solutions, said: “Every day at ISE 2019 we’ve been blown away by the really positive feedback we’ve received from our partners, who are all now keen to get their hands on this latest useful technology.”

The ARc app was visually low-key, but it was more impactful to Philips. Since the show, Draw & Code were commissioned to take the project from R&D prototype to a fully working app that is used by Philips stockists globally.


We've been blown away by the really positive feedback we've received from our partners, who are all now keen to get their hands on this latest useful technology.

Martin Ware


UK Sales Director
PHILIPS Professional Display Solutions

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