Esquire’s innovative magazine experience

Esquire magazine is experimenting with new media applications in their ‘Augmented reality’ edition. In this video editor David Granger explains how it works’ by holding the magazine up to a webcam new content is unlocked on the screen. The software can be downloaded here.

The edition combines photography, video, animation to create a 3d  interactive experience. From the behind the scenes explanation it certainly seems a pricey solution and unlikely to become a standard feature. In an effort to stretch the boundaries of the traditional magazine though it’s interesting and another step in preparing magazines for a more hybrid future.