Tradition meets technology: AR at the Rose Parade
Designing the first augmented reality experience for a Rose Parade float, extending physical storytelling into the digital realm.
The Brief
The Rose Parade has a long and storied history since its inception in 1890, and it has become a beloved American and international tradition. For the first time ever, Interactivism designed and built an augmented reality experience tied to a Rose Bowl float — a groundbreaking application that extended the entertainment and storytelling power of a physical parade entry into the digital realm.
The Partnership
Interactivism partnered with Singpoli American BD, led by CEO Kin Hui, and collaborated with award-winning float designer Charles Meier, whose designs for Singpoli had earned major prizes across four consecutive years. Together, the team set out to create something that had never been done before at the Rose Parade.
The Experience
Viewers along the parade route and watching from around the world could use a mobile app to unlock an AR layer on top of the float — experiencing the story in an entirely new way. The experience merged the artistry of the physical float with interactive digital storytelling, demonstrating how augmented reality could transform even the most traditional live events.