WIR Group And Faber-Castell Collaboration Brings Art To The Digital Age

Photo: Doc. WIR Group

JAKARTA - Faber-Castell in collaboration with AR&Co, a subsidiary of WIR Group (PT WIR ASIA Tbk), an Augmented Reality (AR), Virtual Reality (VR) and Artificial Intelligence (AI) technology company presents a drawing experience using Augmented Reality at the 2023 Faber-Castell Art Festival. This event will be held for six days starting October 31 - November 5, 2023 at Main Atrium Senayan City (Sency), Jakarta.

Carrying the tagline #InspiringCreativity Faber-Castell Art Festival, the presence of reality coloring using Augmented Reality will further encourage the use of immersive technology in various fields including art and culture. Armed with the drawing equipment provided by Faber-Castell, visitors can try drawing and coloring which is then shown on the projective screen through the ARt Alive application, and will move like an animation.

Art festivals are the perfect place to deliver coloring reality with AR. This can increase visitor interactions, promote art in a variety of forms, and create unforgettable experiences for art lovers. The reality of coloring using augmented reality combines conventional coloring elements with virtual worlds, creates an extraordinary and deep experience for artists, art enthusiasts, and even children.

Augmented Reality allows artists to realize their imagination without physical boundaries. They can add virtual elements, such as 3D effects, animation, or even sound, to enrich their artwork.

"In developing technology, we refer to the philosophy of inclusivity so that everyone can enjoy an immersive experience that has never been felt. AR&Co as a subsidiary of WIR Group continues to be committed to developing technology that can benefit the entire industry category, one of which is education, including in arts and culture. Children can learn while playing, understanding the concepts of color, proportionality, and creativity. As for artists, reality coloring by using augmented Reality can create potential collaborations with technology developers to create unique works of art, "said Gupta Sitorus, Chief Sales and Marketing Officer, WIR Group.

Gupta explained that Faber-Castell's collaboration with AR&Co had started in 2018. According to him, this trust has also received recognition at the international level at the 2020 German Design Award where Faber-Castell 'Colour to Life' won the Excellent Communication Design Apps category.

"This achievement certainly motivates AR&Co to always produce technological innovations that can be used to help branding strategy of partners," Gupta said.

On the same occasion, Managing Director of Faber-Castell International Indonesia, Yandramin Halim said, this year's Art Festival has a different touch.

"The focus of our activities is creativity and sustainability. We hope that this activity will provide a deep meaning and impression for all visitors. For Faber-Castell, the program held at the Art Festival this year has succeeded in building interactivity with visitors, especially the coloring program using Augmented Reality. Here visitors are invited to carry out activities as well as technology education through the ARt Alive application," explained Yandramin Halim.

Yandramin Halim also added that the reality of coloring with augmented Reality is the marriage between conventional art and modern technology. This creates an unforgettable and deep art experience.

"In a world that is increasingly influenced by technology, this concept proves that technology can introduce new elements rich in art, which are always open to exploration and innovation," he said.

One of the most interesting things about reality coloring with AR is the potential collaboration. Faber-Castell is honored to always be supported by various local partners of the nation's children. This shows that collaboration commitments to education development are important, especially in the era of digital transformation.

"The more we understand the potential collaboration between tradition and innovation, the greater our chance to explore and celebrate the wonders of art in all its forms," he concluded.