Aardman, the award-winning UK studio, has revealed that it is partnering with Peel X, a leading digital experiences studio.
This strategic collaboration will support the growth of the studio’s immersive augmented reality (AR) experiences, bringing them to more visitor attractions throughout the UK and beyond.
Molly Van Den Brink, senior attractions and live experiences manager, says: “The Aardman Interactive team have created a hugely successful programme of engaging, immersive AR apps which we are delighted to be handing over to Peel X to manage, supporting us in growing and scaling this area of business using their technical expertise, existing network and innovative AR experience.
“We look forward to advancing and bringing these experiences to new attraction partners and audiences together!”
Shared passion for storytelling
Peel X will provide development and technical support, delivering the reliable and scalable infrastructure required to support Aardman in expanding its digital presence within the attractions sector and to connect with new collaborators and audiences worldwide.
Fuelled by a shared passion for creativity, innovation, and storytelling, Peel X will scale Aardman’s memorable AR experiences, which combine animation with advanced technology.
Laura Thompson, digital producer at Peel X, says: “Working with Aardman is an absolute joy. Their legacy in storytelling and animation is unmatched, so working in collaboration with them has been an exciting new venture. There’s a real sense of playfulness and imagination in everything they do, which aligns perfectly with our approach to immersive storytelling.
“Collaborating with such a passionate and talented team has been inspiring, and we’re thrilled to be supporting their ambitions of taking these digital visitor experiences to increasingly wide audiences. Peel X’s dedicated studio team is delighted to be able to help bring Aardman’s ideas to life in new ways, through augmented reality and other innovative technologies.”
“As a developer, working with Aardman is extremely rewarding,” says Jon Martin, lead developer at Peel X. “Their characters are so well-loved and recognisable, and supporting their augmented reality app programme has been both technically engaging and creatively fulfilling.
“There’s a real challenge in making sure the delivery of their digital experiences lives up to the quality and charm people expect from Aardman—and that’s a challenge we’ve loved taking on.
“Collaborating with their team is pushing us to be even more innovative in how we build and scale AR applications and trails, and it’s been fantastic to see how our technology can enhance their storytelling in new and exciting ways.”
Earlier this month, Aardman and Fox & Edwards Events announced details of Wallace & Gromit: Time for Tea, a new themed afternoon tea experience created for heritage railways and attraction venues in the UK.
