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On 19th November 2019, London's Camden Town officially became home to the global Music Walk of Fame. Designed as a new cultural attraction for London, The Music Walk of Fame is set to become a huge accolade for the music industry. November's launch saw the augmented reality embedded Founding Stone and The Who unveiled as the first artist to receive the award, at a special ceremony attended by music legends. This was followed by stones for local legends Madness, Amy Winehouse and Soul II Soul in March 2020, with many more icons from around the world due to be honoured in the months ahead.

Arcade were selected as partners to design, create and provide the AR experiences that can be triggered by each stone. Using a free app, visitors can bring each stone to life and access the AR experience that is revealed. To date, that includes hearing exclusive content ahead of The Who's latest album release, joining the Madness 'nutty train', taking a memorial photograph of sadly-missed icon Amy Winehouse on the streets she loved so much, and getting 'back to life' with Soul II Soul.

Importantly, we developed these experiences to trigger directly from the stones themselves, 'anchoring' the AR in physical, real-world objects. The effect is believable, 'authentic' digital experiences that feel real, even though we know they are not.

As the Music Walk of Fame grows over the coming months and years, both in length and infamy, we will be pushing more of the boundaries of AR, working with legendary artists to engage with their fans in entirely new ways.