KAWS Reese’s Puffs boxes open AR cereal portals to the future


The artist referred to as KAWS labored with Common Mills to create a pair of designs for Reese’s Puffs cereal. Every field features a QR code that hyperlinks to a smartphone app referred to as KAWS Puffs, developed in collaboration with Acute Artwork. Utilizing the field as a visible base, KAWS Puffs open an augmented actuality cereal portal via which the consumer is invited to step, into a brand new realm.

This isn’t the primary time an artist has labored with a meals firm to position their artwork on grocery retailer cabinets. Take for instance Andy Warhol (or extra precisely: the Andy Warhol Property), labored with the Campbell Soup Firm to launch a set of “Andy Warhol fiftieth Anniversary” soup cans. Like what KAWS and Reese’s Puffs did right here in 2021, the design of the packaging is completely different, whereas the contents stay the identical.

This cereal collaboration takes issues up a notch and permits the viewer (and the eater of the cereal) to take a peek into the long run with augmented actuality. This isn’t fairly the metaverse, but – we will’t actually modify the setting or take any of those items of digital content material house with us – but it surely’s getting shut!

The orange field may be bought in shops throughout the US proper now, you’ll discover them on retailer cabinets for a value of round $3.99. They’re decidedly not uncommon – so don’t go dropping a whole bunch of {dollars} for a field on eBay.

The blue field design is a Restricted Version design, made to imitate the “dynamic 24-hour AR expertise” which, at night time, has a darkish blue sky – fancy! One batch of those restricted version blue bins was bought on KawsPuffs.com for about $50 apiece – they’re bought out.

The AR expertise presents one other pathway to the blue field. Within the app, when you’ve stepped via the cereal portal AR by way of Acute Artwork, you’re invited to play a sport. The sport exhibits the KAWS Companion standing in milk, simply because it’s proven on the again of the orange field. Items of Puffs fall from the sky, and the consumer should faucet to interrupt as many Puffs as they’re in a position earlier than stated items of cereal trigger the Companion to sink!

The blue field has a special design from the orange field – but it surely’s greater than only a completely different association of inks. This field additionally has 3D components, making the field a chunk of 3D artwork that expands past the flatness of an ordinary field of cereal right here in our bodily world.

And this isn’t the beginning nor the top of artwork works showing in augmented actuality, via our telephones, held on our partitions and offered in any area we want in AR, VR, and combined actuality. The Acute Artwork app additionally delivers extra KAWS and different artwork to customers with augmented actuality on a number of platforms, proper this minute!

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