The Butterfly Trail

A world-first Mixed Reality experience. Over half of all butterfly species find themselves on the global endangered list. We wanted to create an experience that renewed people’s commitment to preserving natural habitats and sparked an affinity for these magical creatures. The Butterfly Trail is the first Pixel Artworks Originals Feature, that takes visitors on a journey through Professor Pelegrin’s botanical workshop and glasshouse. Here visitors are immersed in a spectacular magical world where AR and LED visuals connect to create showstopping moments. They can interact using only their smartphone browser to transform digital chrysalises into glittering butterflies that then land in the palm of their hand. The higher the score, the more fantastical the real-time animations within the content are!

This trailblazing world-first technology is made possible by an interface between Unreal Game Engine and 8th Wall, developed in partnership with Aircards, which enables the life-like landing of the butterflies without the need for a special device or downloaded app – making it accessible to the masses.

In the first year since its launch in September 2023, over 1.36 million butterflies have been released and 3.94 million vials of nectar have been launched in the AR game. There has been a total of 378K game sessions and 320K videos and photos shared. The reach on social media has been immense, with over 28M views on Instagram and TikTok alone!