Augmented reality brings Christmas to life at Flemingate!

Fri 11th December 2020
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Visitors to Beverley’s Flemingate centre can now immerse themselves in an exciting new sense of reality!

The Flemingate team has launched a free augmented reality app, ‘ARound’, which features fun games and challenges that come alive for visitors as they walk through the popular retail and leisure destination.

Jo Bridgeman, Flemingate’s Marketing and Event Manager, says people can start playing as soon as the app has been downloaded to their mobile phone or tablet.

She said: “We’re incredibly excited to launch the new ARround app. There are six different virtual games hidden around Flemingate and a useful map within the app helps players find the various challenges.

“Players have to complete the games before the timer runs out to unlock Christmas tree baubles. 

“Once all 12 baubles have been collected, players can decorate their own virtual Christmas tree within the app and save a photo. These photos can then be shared on social media to be entered into a prize draw.”

The project is backed by East Riding of Yorkshire Council’s ‘Love Your High Street’ initiative which supports ideas that can help to revitalise our high streets and rural communities.

Flemingate organisers intend to develop the app further after the initial launch, with further exciting updates planned for 2021.

Jo added: “We wanted to create a fun and interactive experience for families to enjoy outdoors and within their own bubbles. The result is a fabulous app that can be enjoyed safely by visitors to Flemingate over the festive period.”

Designed and built by leading augmented reality specialists Miller Graphics, which has its UK office in Beverley’s Minster House on Flemingate, the ARound app uses technology to show virtual objects in the real world.

Charlie Yates, project designer at Miller Graphics, said: “We’re thrilled to be a part of such an exciting project using technology and innovation to bring this family experience to life and enhance the shopping experience at Flemingate.”

Available to download on iOS and Android devices, visitors are reminded to please ensure they maintain social distancing and follow government guidelines in place whilst having fun with the app. You can find out more by visiting

Flemingate is Beverley’s largest-ever regeneration scheme, featuring big names such as River Island, Superdrug, Outfit and H&M, as well as local independents, restaurants, cafes and bars. It is also home to the East Riding College campus, an 80-bed Premier Inn hotel, an inflatable theme park and a six-screen Parkway digital cinema.

Just Beverley