Drinking Up Augmented Reality

 

A London bar is using AR technology to infuse its new cocktail menu with a shot of artistic imagery.

MIRAGE is billed as the world’s first drinkable tech menu. It was 18 months in the making and involved the development of a purpose-built Augmented Reality app created by Mustard Designs which was unveiled at Jason Atherton’s City Social Michelin-starred restaurant and bar this month.

#miragecocktails is billed as the world's first drinkable tech menu Click To Tweet

“Once the app is pointed in the direction of the drink, the augmented reality technology comes into play, transforming the guest’s perception of the cocktail and bringing their surroundings to vivid life,” explains Atherton

Inspired by an eclectic range of artists from Banksy to Van Gogh, the idea is to turn each of the 12 serves on offer into an interactive art experience. The menu was put together by Jamie Jones and Tim Laferla, well-known names in the trendy bar scene. The carefully designed recipes deploy a varied selection of techniques and flavour profiles and use premium spirits from companies like Pernod Ricard, Diageo, William Chase and G’Vine.

Cocktail recipes are inspired by different artists, from Banksy to Van Gogh Click To Tweet

Dogstone Brew takes its inspiration from the Victorian era, blending Hendrick’s Gin, port, bergamot, black tea split milk and orchid root to create a clarified milk punch cocktail with floral notes and a long finish. The accompanying AR imagery then complement that theme with some floating Victoriana-style balloons that look rather Monty Python-esque.

Sashay is a nod to the iconic Art Nouveau posters of the late 1800 and early 1900s, featuring a woman reclining in a chaise longue to go with the heady blend of Perrier Jouët Belle Époque Champagne, Japanese plum wine, jasmine and liquorice.

Sashay is a nod to the iconic Art Nouveau posters of the late 1800s Click To Tweet

Impressionism fans might want to sample the Van Gogh-themed Wheatfields with Fizz: a mix of Ketel One Vodka, elderflower, bee pollen, lager and egg white to be experienced alongside the master’s paintings ‘Starry Night’, ‘Wheatfields with Crows’ and ‘View of Arles’.

Impressionism fans might want to sample the Van Gogh-themed Wheatfields with Fizz: Click To Tweet

Located on the 24^th floor of Tower 42 – one of the iconic City of London skyscrapers –City Social was opened in 2014, and the restaurant headed by chef Paul Walsh was awarded a Michelin star in 2015.

“Jamie and I want our drinks to be amongst the world’s best and we hope this will really put us on the map,” says Atherton. “We are treating our approach to drinks across the group as seriously as we do our food to ensure quality and creativity shine through.”

#miragecocktails is another example of how brands are exploring Augmented Reality to create immersive, multi-sensory experiences for their users. For those looking for guidance on how to do this, Tech Trends also offers Virtual Reality consultancy services.

#miragecocktails is another example of how brands are exploring Augmented Reality to create immersive, multi-sensory experiences Click To Tweet

For companies looking to gain a competitive edge through technology, Tech Trends offers strategic Virtual Reality and Digital Transformation Consultancy services tailored to your brand.

Alice Bonasio is a VR and Digital Transformation Consultant and Tech Trends’ Editor in Chief. She also regularly writes for Fast Company, Ars Technica, Quartz, Wired and others. Connect with her on LinkedIn and follow @alicebonasio on Twitter.