Digital Falls


RANRUN worked in collaboration with British artist Jon Emmony to provide an interactive soundscape as part of a five-storey augmented reality experience, called Digital Falls, in the atrium of Selfridges department store in London.

The AR artwork saw the five-storey atrium at Selfridges transformed into a column of water inhabited by pulsing, sculptural shapes that were inspired by bioluminescent creatures. It was described by its creators as "Europe's largest AR experience".

Inspired by bioluminescent sea creatures and plants, the piece throbbed, pulsed and morphed shape while glowing in a range of different hues. Members of the public were invited to download the Digital Falls app and explore the physical artwork for themselves across the different levels of the atrium.