Augmented reality platform solution developer 8th Wall Inc. today announced the launch of Curved Image Targets, the first development platform with tools to create web-based AR experiences that are activated by and can interact with cylindrical and conical-shaped objects.

8th Wall teamed up with Siduri Wines, which has become the first brand to showcase the commercialization of this technology. Its bottles will now display wine bottle-activated AR experiences created by the agency Rock Paper Reality.

“8th Wall is on a mission to make augmented reality for everyone and to do that we need to be able to augment everything,” says Erik Murphy-Chutorian, founder and chief executive of 8th Wall.

The Curved Image Targets technology expands on 8th Wall’s existing image target capability which was originally designed for flat shapes. With this update to the company’s AR engine, developers may now target bottles, cans, cups, wine bottles and more.

This new feature opens up a wide variety of consumer product packaging without the friction of downloading an app. Like all 8th Wall’s WebAR technologies it merely requires developers to include its libraries into a web application; users merely need to click a link or scan a quick response code visible to their phone to start the experience.

“The launch of Curved Image Targets builds upon 8th Wall’s existing WebAR technology, which includes World Tracking, Flat Image Targets and Face Effects as we continue to prove that powerful augmented reality experiences can live on the web,” explained Murphy-Chutorian.

In order to make the first experience the best possible, Rock Paper Reality worked with Siduri Wines to use this new set of tools to create a WebAR experience that works with wine bottles. After scanning a wine label with a smartphone, users then watch as a track wraps itself around the wine bottle, a grape emerges from the bottle, which then follows the track to vanish into a trap door at the end of its journey.

This is only one example of how a curved surface can be used when an event is triggered to create an enjoyable AR experience for a consumer – or a business professional or perhaps an industrial technician.

“8th Wall’s new Curved Image Target functionality allowed us to finally create a web-based, AR project that uses cylindrical image targets,” said Patrick Johnson, chief executive of Rock Paper Reality. “This new technology helped us develop a frictionless, augmented reality experience for Siduri Wines, which lets their customers engage with their wine bottles like never before.”

The technology platform for 8th Wall’s Curved Image Targets is now available to customers. New users can sign up for a 14-day free trial of the 8th Wall platform. Existing users can log in to get started using the project template or clone one of many sample projects from the project library.

Image: 8th Wall

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