On 19th November 2019, Camden Town, London officially became home to the global Music Walk of Fame. Designed as a new cultural attraction for London, The Music Walk of Fame will become a huge accolade for the music industry. Tuesday saw the augmented reality embedded Founding Stone and the first artist stone unveiled with a special ceremony attended by music legends.
After growing speculation in the weeks leading up to the launch, it was revealed that the recipient of the first ever Music Walk of Fame artist stone were none other than global music icons The Who. Flanked by a moped parade reflecting their famous mod-era heritage, surviving members Roger Daltrey and Pete Townshend accepted the accolade from Primal Scream’s Bobby Gillespie, with the Arcade team present to celebrate the launch and demo the experience to assembled journalists and music royalty.
Arcade were selected as partners to design, create and provide the AR experiences that can be triggered by each stone. At launch, that involves a series of metallic rings that rise from the spinning ‘records’ that each stone is designed to evoke. The rings spin and whirl through the air, reflecting the light and surroundings before resolving as an interactive player through which visitors can enjoy a variety of exclusive film clips and music.
“What a great day for music, fans, the world, London, and Camden. To cap it off by having one of the greatest bands of all time, I’m thrilled to bits,” said Music Walk of Fame Founder Lee Bennett. He added, “With augmented reality it gives the chance for people to learn about the artist, hear new music, hear old music, get content they wouldn’t normally be able to find anywhere else.”
In a statement, The Who’s Roger Daltrey and Pete Townshend said: “We are honoured to be the first band with a stone on the Music Walk Of Fame. Camden has always been vital to London’s thriving music scene and is, as we all know, a world-renowned hub for the arts. As Londoners, it’s very surreal to be immortalised in stone on Camden High Street, and it’s quite something to know that people can pop by and see us anytime, albeit virtually.”
Alex Book, Arcade co-founder and Chief Strategy Officer, said, “It is a tremendous privilege to be involved in such an exciting and prestigious new institution. The Music Walk of Fame is set to become one of music’s greatest accolades, and we are thrilled to be able to offer visitors and fans exclusive experiences via cutting-edge immersive technology.”
Over time, the AR experiences are expected to develop and push boundaries even further. Visitors to the Walk can expect unseen, rare and exclusive footage, 3D art, augmented reality performances and more. Stay tuned!