Renault : Markerless AR at Clerkenwell Design Week



Who: Renault
What: Markerless AR installed for Clerkenwell design week
Where: London, Clerkenwell Design week
When: 24-26th May 2016
Tech: Markerless AR with Optitrack technology


INITION were approached by Fusion 2K to help Renault UK,the headline Sponsor at Clerkenwell Design Week, to show off one of their new concept cars with an exciting Augmented Reality installation.

Occupying a prominent position in the approach to the Spa Fields main concourse, the highly distinctive Renault stand showcased the EOLAB concept car on an interactive turntable. EOLAB is a prototype which explores ways to deliver ultra-low fuel consumption. The Display highlights the brands commitment to ‘Ingenious Innovation’ technology and sustainable mobility.


To illustrate EOLAB’s obsessive attention to aerodynamic efficiency, INITION developed an app by which visitors were able to interact with the concept car’s display via iPads. Upon holding up the device and viewing the EOLAB through it, users could see the airflow moving across the bodyshell in 3D.  As EOLAB rotates on its circular plinth, key features of the car popped up on the screen, annotating the shape in realtime.

Now in its seventh year, the award-winning ‘CDW’ has firmly established itself as the UK’s leading independent design festival and annually attracts the international design community to this small area of London for three days of exciting events.


“Renault were very happy with the end result, everyone really enjoyed the experience and the Augmented Reality added a layer of digital magic to the whole experience.”- Stuart Cupit, CTO INITION