There is a global decline in book reading, particularly for pleasure, largely due to people’s change in habits, like opting for new ways of entertainment — such as streaming services or video games — or because they are increasingly distracted by digital devices. The shift led to a higher preference for short-form content over long-form reading. Given the trend, it looks like book reading competes with digital distractions. But what if the two are not rivals? What if we told you they can be merged to deliver readers a much more meaningful way to enjoy a story?
In an effort to make the reading experience more appealing, Singapore’s National Library Board (NLB), in partnership with technology provider Snap and agency LePub Singapore, has blended augmented reality (AR) with traditional storytelling. The result can be explored via “Augmented Reading,” an interactive experience that uses Snap Spectacles powered by Snap OS to bring books to life. The digital adventure aims to (re)ignite the audience’s interest in reading by offering a new, dynamic way of engaging with the stories, allowing them to — quite literally — dive deeper into the stories they read.
Chief Librarian & Chief Innovation Officer at the National Library Board, Singapore, Gene Tan, said: “We are happy to partner LePub and Snap in this to explore ways to enhance the experience of stories and books for everyone. This is part of NLB’s ongoing efforts to engage with partners to experiment with new experiences that could inspire discovery and spark a renewed passion for reading and learning.”
“Snap’s AR Studio Paris’ mission is to educate and inspire the world about the possibilities of augmented reality in the fields of art, education, and culture. With the latest generation of Snap Spectacles, we are pushing the boundaries of immersive experiences, enabling new ways to interact with the world. This innovation is further exemplified by the development of the world’s first Augmented Reading experience — a breakthrough designed to transform how people engage with written content through Snap Spectacles. By bridging the physical and digital realms, we continue to empower creativity and redefine the future of storytelling,” continued Antoine Gilbert, Senior Manager, AR Studio Paris, Snap.
To fully immerse themselves in the stories, consumers will have to wear Augmented Reading Lenses, which work by scanning the book as the readers progress through it. Using text recognition and machine learning, the experience envelops the users in a rich audio-visual world, where soundscapes, suspenseful music (synced with the plot), other sound effects, and visuals complement the narrative. The experience can be shared by the reader, as they can pick up visual artefacts through the AR Spectacles.
“Our goal is not to replace the traditional reading experience, but to enhance it by creating a compelling gateway to books,” explained Stephan Schwarz, Executive Creative Director at LePub Singapore. “These glasses are an invitation to rediscover the joy of deep, meaningful engagement with text. Once people are hooked on the story, we hope they’ll keep reading to the end.”
To bring the experience to life, LePub’s innovation hub, LeGarage, teamed up with Snap’s innovation team at its AR Studio in Paris. Augmented Reality is currently under beta testing and will be available later this year.
CREDITS
Client: National Library Board, Singapore
Programme Director, National Reading Movement: Chris Koh
Senior Manager/Senior Librarian, Programmes & Services: Ilyani Suhaimi
Manager/Librarian, Programmes & Services: Koh Cui Shan
Snap AR Studio Paris Senior Manager: Antoine Gilbert
Snap AR Studio Paris Production Manager: Tristan Qui
Snap Creative Strategy Lead: Leander Roet
Agency: LePub
Global CEO LePub, CCO Publicis Worldwide: Bruno Bertelli
Global Chief Creative Officer: Cristiana Boccassini
Global Executive Creative Director, LePub & Chief Invention Officer, LeGarage: Andrey Tyukavkin
LeGarage, Global Head of Creative Technology: Mauro Mazzei
Publicis Groupe Singapore & SEA, Chief Executive Officer: Amrita Randhawa
Publicis Groupe SEA, Chief Creative Officer: Ajay Vikram
LePub Singapore, Managing Director: Penny Sadlier
LePub Singapore, Regional Executive Creative Director: Stephan Schwarz
LePub Singapore, Creative Director, Code & Art, LeGarage: Sergey Mast
LePub Singapore, Senior Art Director: Claudius Keng
LePub Singapore, Senior Copywriter: Ernest Kok
LePub Singapore, Client Services Director – Global Client: Francesca Babet
Publicis Singapore, Senior Account Director: Madonna Koh
LePub Singapore, Senior Project Manager: Farhan Wahab
Publicis Groupe APAC, Head of Creative Technology: Laurent Thevenet
Publicis Groupe ANZ, Creative Technology Director: Kiki Lauda
Prodigious Singapore, Senior Producer: Amelia Loh
Utopia Lab
AR Developer: Pongsagon Vichitvejpaisal
AR Designer: Sufee Yama
Work Post
Editor: Fong
