Marvel AR Project

Commercial ARG, Augmented Reality, Marvel Studio, Mixed Reality, Multi-Player Game, Museum Interactives

Marvel. Creating the Cinematic Universe exhibition at GOMA
May 26 to September 3, 2017

Visitors to the Marvel exhibition could follow mission clues on their mobiles to find specific artifacts from across the MCU exhibition. The visitors are rewarded at the artefacts with a scene from the film in which the artefacts first appear. The design team observed moments of sheer delight as visitors recalled and relived important scenes relating to the origins of important artefacts… sometimes in the hands of their favourite Marvel heroes and villains.

There are nine missions in total and at the end of each the visitor is challenged with moral questions such as ‘In the Marvel Universe temporal manipulations can create branches in time. Would you manipulate time to save lives’? By selecting one of three possible answers the results are processed and an overall ‘balance of power’ is revealed at the end of the adventure. The stability of the universe is either supported by your decisions or compromised. This was designed to create a communal outcome to an otherwise personal activity.

This project was designed with the support of Marvel Studios, Los Angeles and installed at the Gallery of Modern Art (GOMA), Brisbane between May 22 and September 3, 2017. The exhibition called, ‘Marvel: Creating the Cinematic Universe’, became the most successful event in GOMAs’ history with over 15,000 visitors recorded in a single day. The exhibition included displays of some of the most iconic artefacts from popular Marvel films as well as props that came directly from film sets still in production and had not yet been seen in cinemas.