Alchemist Brewery Launches Augmented Reality App

Alchemist Brewery & Game Theory Launch Augmented Reality App

Custom Art-Based Phone App Can Be Used at the Brewery or at Home

Stowe, VT - The Alchemist Brewery has teamed up with Burlington-based game design and development collective, Game Theory, to launch an interactive augmented reality art-based phone app. The app can be used at home or at The Alchemist’s Stowe brewery, though some of the place-based features work only at the brewery. Accessible for download directly from The Alchemist’s website, the free app brings the Alchemist’s iconic beer can artwork to life via photo and video filters, and more.

Users can take “selfies” using one of the several face filters to see everyone’s favorite Alchemist artwork superimposed over the user’s face. Or use the app filters to interact with murals painted on the walls and ceilings of the Stowe brewery, watch them come to life, and learn about the artists who created them. Says Alchemist CEO Jen Kimmich, “We had the unique opportunity to work with artists in the augmented and digital art world through our partnership with Game Theory. It’s a fun way to interact with our beer can and brewery artwork, but also a responsible way to embrace augmented art technology while maintaining a commitment to the talented artists we love.”

Note Marguerite Dibble and Shannon Mitchell of Game Theory, “Working together with the Alchemist team, we came up with the idea for this app where you can use your camera to explore the Brewery. As you scan the room, magical changes happen around you. Hops will shoot out at you, characters jump off the walls, and surprises can be found everywhere! Creating this together was so rewarding. Blending the digital and physical spaces is something that hasn’t been done very much – even in tech it’s considered experimental and new. What we came up with feels like something you won’t find anywhere else.” 

The Alchemist and Game Theory teams emphasize that using the app feels different than many people’s experience with phones and tablets, which often consume us and shut people off from the world. This app is used in ways that instead open up real world spaces. The technology is designed to build connection and to invite users to experience the physical space in a new light rather than closing off from it.  

The app was developed in partnership with Game Theory over the last 12 months. The partners plan to expand the app’s functionality over the coming years and look forward to adding more filters as time allows. 

Download the free AlchemistBrewery XR app from the Alchemist website today.

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About The Alchemist, Celebrating 20 Years

John & Jennifer Kimmich started their Vermont-based brewery as a brew pub in 2003. Twenty years later, The Alchemist crafts fewer than 20,000 barrels of beer annually between their two Vermont breweries. They are committed to investing in their communities and their employees, providing good jobs with strong benefits, investing in environmental initiatives to minimize their footprint, and giving back to their community through a variety of initiatives. The Alchemist is 100% independent, B-certified, and brews all of their beer here in Vermont. In 2016 the Kimmichs founded The Alchemist Foundation, which focuses on expanding opportunities for local youth. Learn more at alchemistbeer.com.

About Game Theory

GameTheory is an award-winning game design and development collective. Founded in 2012, GameTheory’s mission is to work with diverse creatives, artists, and innovators to design adventurous digital solutions for meaningful impact. GameTheory works with clients locally, nationally, and internationally, partnering with some of the largest and most inventive organizations across the world. Their tools are built to empower learning, cultivate creativity, and inspire perseverance. GameTheory is always seeking exciting projects that help us strive towards a better future using the power of game design. Learn more at gametheoryco.com.