As part of one of the biggest entertainment launches of the year, ‘Summit of Stars’ took over London’s West End with a combination of street installations, road naming, PR stunts, events, pop-ups and partnerships facilitated by Premier. Darabase have built nine immersive augmented reality experiences as part of the launch. The concept is executed in partnership with Heart of London and Westminster City Council.
At the heart of the takeover is a world first aerial Walk of Fame with decorative hanging stars adorning the busy streets surrounding Leicester Square and Piccadilly Circus, London’s entertainment district. Each star is dedicated to a Paramount show or character bringing a sprinkle of Hollywood to the streets.
Eight of the stars have been brought to life in augmented reality. By holding their devices up to QR codes, to launch the webAR experience, fans will see Star Trek Enterprise fly overhead, the characters of Paw Patrol appear around them and Scream’s Ghostface will prove just how scary he really is if you’re standing next to him as well as a range of additional immersive experiences. Users will also be able to watch the video trailers for each show on their mobile device.
On top of this, for one weekend, Leicester Square Gardens became Leicester SquarePants as part of the takeover as SpongeBob’s pineapple house landed in the West End. Users were transported to an augmented reality underwater world where they were surrounded by bubbles and jellyfish as well as their favourite characters from SpongeBob’s Kamp Koral. They could take an immersive photo of their friends in the scene and then share it on social media.
An interactive map also built by Darabase, guides visitors though the area showing them the ‘Summit of Stars’ locations, the augmented reality experiences and providing directions to navigate around the installations and attractions.
Paramount+ launched in the UK on June 2022 following its successful launch in other territories including the US, Canada, Latin America and Australia. It showcases some of the world’s most exciting content, combining classic movies with contemporary shows and films, such as Scream, Star Trek, Jackass, Paw Patrol and SpongeBob.
Dominic Collins, CEO of Darabase commented, “Darabase has brought to life many locations around the world with AR, but never have we had the privilege of working with such a breadth and depth of world class content and IP.”
Ed Walton, Account Manager at Premier commented, “We’re so excited about the West End takeover and the augmented reality experiences really allowed the user to immerse themselves in the new Paramount+ content coming soon to their screens.”