During the 17th, 18th and 19th Centuries, Vauxhall Pleasure Gardens was the place to be and be seen. Considered to be the birthplace of outdoor entertainment, it offers a wealth of stories about Vauxhall’s culture, fashion and entertainment, and a cast of colourful characters that frequented it.
In Summer 2023, Vauxhall One launched an Augmented Reality (AR) experience with the aim of bringing that history back to life. In October 2024, the project was extended to a total of 12 virtual interactions dotted throughout the Pleasure Gardens to create an hour-long discovery trail. It enables users to travel back in time and mingle with the finest and the most illustrious characters of Vauxhall’s past – the dancers, singers, musicians, orchestras and artists who performed to crowds of onlookers and revellers.
Given local restrictions that prevent physical installations or alterations within the Pleasure Gardens, AR provides an exciting tool that connects URL and IRL experiences. The AR filters are hosted on the @BeInVauxhall Instagram channel, enabling users to view, interact with and share their experiences on the spot. Supporting pages on the Vauxhall, London website give a more in-depth history alongside a map of the Gardens and instructions on how to access each AR filter.
The activation is designed to encourage local audiences and tourists to take control of their experience of the Gardens, discover stories about the area’s past, and explore archival material they might not otherwise engage with. Further objectives include:
• Raising awareness of Vauxhall’s cultural heritage
• Increasing footfall and spend with local businesses
• Contributing to a sense of ownership and pride in the local area
• Positioning Vauxhall as a destination of interest to tourists and visitors
Vauxhall One commissioned Zubr Curio to create the AR filters. Zubr Curio is a leading augmented reality studio, specialising in digital interpretation for museums, galleries and heritage sites. Using images from David Coke’s History of Vauxhall Pleasure Gardens, they created a series of virtual experiences that place the user at the heart of the historical action.
Chris Price, Art Director at Zubr Curio, said, “When we develop filters for festivals and events it’s a great opportunity for us to have some fun with the wealth of techniques we have honed over the years. These filters are a great way for people to experience a fun snippet of a character’s story, brought to life right in front of their eyes.”
Producer Amy Stewart adds, “Being able to draw together atmospheric sound, create AI voiceovers and combine them with beautiful illustrative visuals makes each filter a truly immersive experience that propels you into the past. It’s a lovely use of AR which restores a layer of history that’s hidden from everyday eyes, in a playful and surprising way.”
