Silverstone augmented reality

Guests of MERCEDES AMG PETRONAS enjoy more than just the race at the British Grand Prix

Silverstone augmented reality

Epson Moverio debuts immersive augmented reality experience at Silverstone

At Silverstone on Sunday 10th July, Lewis Hamilton became just the second person to win the British GP three times in a row. But he wasn’t the only one who made history. For the first time at Silverstone, guests of Hamilton’s team, MERCEDES AMG PETRONAS, enjoyed an immersive augmented reality experience, courtesy of Team Partner Epson and their Moverio smart glass technology.  VIP guests at the British Grand Prix enjoyed a full team induction at the nerve-centre of the trackside operations: the Race Garages.

Moving beyond the more traditional “show and tell” tour of the functional areas, the introduction of Moverio eyewear technology provided participants with a wide range of user-selected content about the cars, the drivers, the team and circuit. Content ranged from videos to live social media feeds and driver statistics, all in big-screen format which floated directly in front of the wearers’ eyes.

A good fit for use in numerous industries including sports, manufacturing, entertainment and healthcare, the Moverio smart glass technology embraces Epson’s product development philosophy of developing efficient, compact and precision technologies. Moverio allows users to view their surroundings while projected material is overlaid on the lenses of the glasses.

At Silverstone, this enabled the anatomy of a pit stop to be displayed to guests in slow motion and the trackside roles of engineering staff on the pit wall to be explained. Motion sensors in the Moverio BT-200 allow the wearers to gesture call selected content as well as contextual material, such as seeing under the skin of the Mercedes F1 W07 Hybrid race car.

Valerie Riffaud-Cangelosi, New Market Development Manager for Epson, said: “With our precision, high-performance, lightweight, compact and energy-saving products, Epson is a perfect match for the MERCEDES AMG PETRONAS Formula OneTM Team. Moverio enables us to tell a unique, immersive story in a way that racing fans have never seen before, using augmented reality to truly enhance the racetrack experience.”

Victoria Vowles, Marketing Operations Director, MERCEDES AMG PETRONAS Formula OneTM Team: “We were delighted to showcase our partnership at Silverstone. Epson set the bar high with the pioneering Moverio smart glass technology and it’s a vital tool in enabling us to provide compelling and immersive hospitality experiences. With MERCEDES AMG PETRONAS currently leading on track, this was a unique opportunity to differentiate ourselves off-track by partnering with Epson to incorporate innovative technology into our programme.”

Launched at Mobile World Congress in March, Epson’s next range of Moverio smart glasses, the BT-300s, will take augmented reality one step further. Incorporating Epson’s cutting edge silicon-based si-OLED digital display technology and at approximately 20% lighter than the BT-200, the device will be the lightest see-through binocular smart glass on the market, setting the new standard for augmented reality smart eyewear. The glasses are developed with function at the forefront and contain real optical see-through overlay. The increased performance is essential for professional use and will further enhance the user experience in a range of markets.

After a successful launch at the first race of the season, the 2016 Melbourne Grand Prix, the Moverio garage tour will be incorporated into the MERCEDES AMG PETRONAS garage activity at all remaining races this season, with the BT-300 introduced when it becomes available in the Autumn.

Find out more about how the MERCEDES AMG PETRONAS Formula OneTM Team enhances its guest experience using Epson Moverio: https://youtu.be/6ulOmU1Zfuk