Sound May Be the Next Augmented Reality Frontier for Brands

How creators are designing AR experiences for consumers' ears

A new wave of tech could dramatically change how we hear a digitally augmented world. Thanks to the new Bose Frames, anyone can hear personal stories from pilgrims hiking the famous Camino de Santiago trail in Spain—just as if they were walking alongside them. And Tónandi, a collaboration between the mixed-reality company Magic Leap and the Icelandic band Sigur Ros, allows users to create music by interacting with sounds and digital visuals in the room around them.

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This story first appeared in the April 15, 2019, issue of Adweek magazine. Click here to subscribe.