Identity
/
App Deseign
/
Design System
Rock in Rio
(
1
)
/ About the project
Rock in History was an immersive experience built into the official Rock in Rio app, using augmented reality to turn the streets of Rio de Janeiro into an interactive extension of the festival. Through the app, users could unlock stories connected to iconic moments from Rock in Rio’s history, discover them across the city, and collect each experience along the way.
The product was designed to make the festival’s archive feel active rather than retrospective. By combining mobile interaction, location-based exploration and AR, the app transformed decades of memories into a digital journey people could experience in the real world, creating a new way to engage with Rock in Rio beyond the event itself.
/ Credits
Client:
Rock in Rio
My Role:
Design Director
Services:
App Design, Design System
/ Year
2024
/ PROBLEM
Rock in Rio has decades of cultural history, but much of that legacy traditionally lives in archives, memories and retrospective content. The challenge was to make this history feel alive for a new generation while creating a reason for people to engage with the Rock in Rio app before the festival itself.
Solution
/ SOLUTION
Rock in History transformed the app into the gateway to an immersive, location-based experience across Rio de Janeiro. Using augmented reality, users could discover stories connected to iconic moments from the festival, unlock experiences around the city and collect them inside the app, combining storytelling, exploration and gamification in a single journey.
/ RESULTS
The experience extended Rock in Rio beyond the festival grounds, turning different locations across Rio de Janeiro into points of interaction with the brand’s history. New AR stories were released in phases, while collectible experiences and ticket rewards encouraged users to keep exploring and engaging with the app over time.
/ PROJECT OVERVIEW
The experience was designed around a simple idea: if Rock in Rio’s history was spread across the city, the app could become the tool that connects people to it. Instead of presenting the archive as a static timeline, Rock in History turned each location into a point of discovery, using mobile interaction and augmented reality to reveal stories where they could feel more immediate and meaningful.
The result was an experience built around exploration. The app guided users through different moments of the festival’s past, while collectible interactions and rewards created reasons to keep moving, discovering and returning. By connecting content, place and technology, Rock in History gave the festival’s legacy a new digital layer and extended the Rock in Rio experience beyond the event itself.
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