UAR (Urban Augmented Reality) is the world’s first mobile architecture application featuring augmented reality with 3D models. You can see and experience the built environment of the past, the present and the future, via an iPhone and Android application. The Netherlands Architecture Institute (NAi) has set itself an incredible challenge: to make The Netherlands the first country in the world to have its entire architecture viewable on smartphones thanks to augmented reality. In this session Jacco Ouwerkerk will share his experiences and knowledge of the UAR realization till now with a focus on concept development and interaction design. He will also give a broader perspective on the role of augmented reality for museums. Jacco will show and discuss how to ‘augment museum experiences’ outside the museum walls.