Glass shatters as a car driven by a drunk driver ploughs through a store-front window sending shoppers running for cover.
It’s a scene of carnage at the Metrocentre in Gateshead, but despite the careering sports car not everything is as it seems.
The crash is in fact an ‘augmented reality’ experience and visible only through smart devices like iPads and iPhones.
The full 3D effect is the invention of Independent Events (IE) who have created one of the first Augmented Reality Pop up Shop experiences in the country to spread the message about safe driving.
Working with tech partners vector 76 and the Road Respect safety campaign, they have created a storefront designed to represent an Auto Accessories Store with shelves filled with road safety messages.
When the window is augmented on to an Apple, tablet or android device, the revving of the car's engine can be heard in the distance, it swerves into view before smashing through the window exploding shards of glass across the MetroCentre floor.
The viewer is able to move the device to experience the collision from different positions and viewpoints to give a full 3D experience. It is further brought to life by a team of brand ambassadors on hand outside the store who will be targeting 17 - 25-year-olds about safer driving and showing them how to view the crash.
Danae Abadom, Independent Events Director said they wanted to wrap empty store fronts with special technology so that the augmented reality experience can be enjoyed by as many people as possible.
It is hoped that by using a ‘live event’ and by engaging with the public, the message of driving more safely better sticks in people’s minds.
Gavin Prior, General Manager at intu MetroCentre said: “This is a great opportunity to showcase the importance of this cause; we have a strong relationship with 'Young Drivers' who provide driving lessons for 11-16 year olds and this temporary shop front is a clever way of gaining shoppers attention about the Road Respect campaign."
There is also a Road Respect app available which delivers all of the safety campaigns key messages and activities such as the Road Respect Young Driver of the Year Competition.
This can be downloaded free at available via iTunes and GooglePlay.
Augmented reality technology developed ten years ago and has allowed for household inventions like the Wii computer console.
It is also used by the military to give soldier's a better perspective of a battlefield and by medical scientists in ultra-sounds to create a clearer image.