Virtual reality (VR) is a great way of immersing you in locations that would otherwise be expensive or almost impossible to experience first hand. From exotic far flung lands to exploring the farthest reaches of our solar system, content creators are looking for evermore elaborate locations to take viewers to. Slightly closer to home is the iconic Abbey Road Studios in London which Google and NME are giving music fans the chance to see with a new VR app, Inside Abbey Road.
Inside Abbey Road offers fans a new and exclusive music VR experience. Despite attracting nearly 500k visitors a year, Abbey Road Studios was completely closed to the public until last year when Google unlocked the studio doors with a 360 degree interactive online experience. This new experience gives music fans from around the world the opportunity to step inside the studios that have played host to the greatest musical legends of all time, allowing users to explore the three recording studios and the innovative technology used, view photographs, watch videos and listen to music.
Giles Martin, critically acclaimed producer at Abbey Road, says: “The decision to work with Google was all about embracing this new technology, but it was also a great opportunity to let people see what happens there. Abbey Road is like the Tardis, and most people have no idea what goes on behind the front door. It’s a working studio, so you can’t really show people around, but there are so many fans who make the pilgrimage there, and it’s always seemed a bit unfair that they can’t have a look inside. Modern technology now allows you to step through that doorway into a three-dimensional world – and in a funny way, that’s very Abbey Road.”
NME will be distributing 80,000 Google Cardboards across the UK alongside the magazine. The Cardboard headsets will also be available with copies of NME at pop-up distribution points outside live music events, shopping areas and social spaces.
Google will also be bringing the campaign to life by recreating the iconic Studio 2, made famous for so many Beatles recordings, at an experiential installation in London’s King’s Cross Station from 29th September to 1st October 2016.
Romano Sidoli, managing director of Time Inc. UK’s Innovation Group, adds: “We want to give our audience the latest in music experiences and this partnership is another way we can do that. NME’s distribution can unlock our audience for partners and get products in their hands. Acting as a gateway to discovery, this partnership gives our audience the chance to try exciting technology that is augmenting our experiences.”
The Inside Abbey Road app is free to download on Android and iOS. For all the latest VR news, keep reading VRFocus.