OnePlus launched its latest smartphone entirely in augmented reality (AR) – the first time this has been done. Teaming up with AR platform Blippar, OnePlus unveiled the OnePlus Nord to a global audience through a custom-built OnePlus app.

The presentation featured a 360-degree AR stage with video content and animations displayed on virtual screens and a digital avatar of OnePlus Co-founder Carl Pei showing off a 3D model of the OnePlus Nord.

Viewers of the AR event were also able see and interact with specifications and features of the phone, while social media tools were integrated to enable people to create and share their own avatar and reactions in real-time.

“With our ‘Never Settle’ philosophy, OnePlus is always seeking the best and most advanced technologies to push the boundaries of what is possible,” said Pei. “As the pioneer and leader in AR, Blippar was the ideal partner to help realise our vision of sharing our technology and the Nord with a global audience through an exciting and refreshing new format. The event is a fantastic achievement from both a technical and creative perspective.”

The launch event is available to view on-demand for the next months.

Prior to the event, more than 50,000 users were sent a hard copy event invitation featuring an AR preview. By scanning the included QR code, invitees were able to see a silhouette of the OnePlus Nord and a pre-visualisation of the AR stage with a live countdown to the official launch.