A pioneer in Augmented Reality Innovation, having collaborations with music stars and web3 Influencers, the success of OD Labs is due to their commit- ment to pushing the boundaries of technology and reality. Seam- lessly blending the virtual and physical realms to create un- paralleled user experiences, OD Labs has worked with artists like A Boogie and Web 3 personalities like Farkokh from Rug Radio, and they are just getting started.
Q. Origins of ‘OD,’ its inception, and the development that led to the creation of OD Labs.
GG: In 2019, we launched our company, OD, which is the umbrella company to ODToronto, OD.Unofficial, and ODLabs. Our flagship store, OD Toronto, located in the heart of Downtown Toronto’s fashion district, Queen st. West. Specializing in rare collectible streetwear and art toys. For more info on ODToronto you can visit our website: www.ODTO.com | odlabs.io
Within our creative hub, we’ve launched OD.Unofficial, an inhouse fashion and lifestyle brand that we design and produce right here in Toronto, Canada.
On the tech side, we launched ODLabs, our AR/XR division. It is the Web2/Web3 AR tech division where our focus is on developing Digital Assets, crafting immersive AR activations, and merging the physical and digital realms. Tetra is the original founder, owner, and artist behind OD, OD.Unofficial, and ODLabs. @Bat.not.Bad is one of the cofounders and co-owners of ODLabs.
Fashion has always been a medium for personal expression and self-enhancement, but the integration of augmented reality (AR) promises to take this to new heights. As GG from ODTO insightfully points out, “When you think of Fashion, we wear certain things because it makes us Feel Good but it’s also a signalling mechanism that helps express ourselves to other people.” AR introduces an additional layer to this expression, allowing individuals to enhance their fashion choices with interactive and dynamic features. With the advent of AR glasses, like those being developed by Apple, the potential for integrating AR into everyday wear becomes increasingly tangible. Imagine strolling down the street in a hoodie that not only covers you but also displays AR wings extending from the back—transforming mundane apparel into a statement of digital flair.
Looking ahead, GG envisions a future where brands adopt “Wear to Earn” models, leveraging AR for both advertising and enhanced consumer engagement. “I believe soon brands will start implementing ‘Wear to Earn’ models for their products through AR advertisements,” she notes. The key will be ensuring that these AR experiences are purposeful and elevate the product, rather than simply adding a gimmick. As AR technology continues to evolve, it promises to seamlessly blend with fashion, offering new dimensions of personalization and interaction that enrich both the visual and functional aspects of clothing.
Editor’s Choice
WHAT ARE YOUR TWO FAV. OR MOST MEMORABLE AR PROJECTS YOU’VE DONE?
ABOOGIE – To celebrate his latest album release ‘Me vs Myself’, and as part of his North American tour, we partnered with Warner Music Canada and A Boogie with an exclusive pop-up and meet & greet at our flagship store ODToronto on February 21, 2023. For this event, ODLabs also collaborated with A Boogie to release a limited edition augmented reality hoodie which featured a QR code on the sleeve that direct those who scanned it to a digital dashboard that unlocked a 3D augmented reality experience putting A Boogie’s music on full display.
RUG RADIO – We at ODLabs collaborated with Rug Radio for an IRL event at our flagship store ODToronto on August 4, 2023. Being that Rug Radio is based out of Montreal and we’re from Toronto, we saw it as a great opportunity to throw an event highlighting both Canadian web3 brands and bring together artists, designers, crypto and NFT collectors all under one roof for a great day of fun and networking.
Ark 33, an innovative mixed reality game by ODTO, is making waves in the digital space by blending augmented reality with Instagram’s platform. As GG from ODTO explains, “Ark 33 is the first Mixed reality game that lives on Instagram. No need to create a profile, download anything, or link your wallet.” This groundbreaking game is designed to leverage the existing capabilities of smartphones for AR/XR experiences, offering a seamless and engaging user experience without any additional barriers. Players navigate through seven levels, each revealing a crucial phrase. The first to piece together all seven phrases wins the ultimate prize: a Bitcoin.
Adding an extra layer of excitement, ODTO distributed 33 limited edition physical Arks to top community members. These exclusive Arks not only contained clues to aid in solving the puzzle but also featured “limited edition 1 of 1 art and unreleased fashion pieces.” This approach underscores Ark 33’s commitment to blending digital and physical worlds, creating a unique and immersive experience that exemplifies the future of interactive gaming and rewards.