Architectural discourse meets augmented reality

Design collective uses augmented reality to extend the architectural publication beyond the physical dimension.


iheartblob is an award-winning mixed reality design studio and research collective with a strong focus on the Architectural Object and the role of emerging technologies within architecture. The studio has exhibited numerous proposals and a variety of mixed reality works across the globe, including at the Storefront for Art and Architecture in New York City and the A+D Museum in Los Angeles.


  • Augment printed book to add a new dimension to the subject

Augmented Architectural Objects: A New Visual Language book was released in July 2020. Short texts, uncanny imagery, and interactive augmented reality content consider the state of architectural discourse through 250 unique designs. The use of new tools and visual languages challenge everyday aspects of architectural theory. Designs are visualized as renderings, animations, and mixed-reality objects.


  • Interactive augmented reality experiences that enhance a printed book about architecture

AR app: iheartblob [ App Store ]

iheartblob – A New Visual Language, a companion app for the book. The app extends the publication content beyond the physical realm to provide an exciting new insight into the work, allowing for interactive AR content and immersive experiences. The app takes advantage of accurate, responsive image tracking as a means to allow the reader to explore flattened, printed imagery in 3D. Hidden elements like animated content, interactive 3D architectures, and designable parts fill the publication and allow the reader to reconfigure ‘blobs’ as they like. The readers/users can manipulate the position of most objects, allowing them to scale far beyond the surface of publication.


  • iheartblob

iheartblob is an architectural design studio and research collective, currently based in Vienna. Their research has been presented at the Architectural Association visiting school in China and in publications such as Archinect’s Ed magazine.


This AR feature is used to detect, track and layer digital content on 2D images. Ideal for augmenting customized image targets, printed materials, user manuals, packaging, catalogs, coasters, gaming cards and much more.

Why Wikitude ?

We used Wikitude to redefine the way people interface with print media. Incredibly responsive stable image tracking gave us the opportunity to develop an immersive experience to provide an extra dimension to the architectural content. It really elevates the reader’s experience, providing a unique insight into the work by allowing it to quite literally leave the confines of the page!

Shaun McCallum | Director | iheartblob

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