Experience Einstein Through Augmented Reality at National Geographic’s SXSW Activation

'Further: Base Camp' promotes new series 'Genius'

Want to get inside the mind of Albert Einstein? “Further: Base Camp,” National Geographic’s activation at SXSW, is making that a reality.

The installation is promoting NatGeo’s new scripted series, “Genius,” which premiers in April. Like the show, it celebrates the concept of genius and how it relates to exploration and creativity.

The activation puts Einstein’s thought experiments in augmented reality, with holograms of a zooming train and glowing planets appearing around attendees. A digital chalkboard operated by a robotic arm draws people’s faces with Einstein’s mathematical formulas, in his handwriting.

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The space also features a photo gallery where you can view National Geographic photographers’ work through augmented reality.

Check out the video above, where Dennis Camlek, evp, strategy/consumer marketing at National Geographic, highlights the fun features of the installation.