10066550Zubr Curio AR binocularsClosedCollaborative R&DInnovate UKAs an established creator of AR and VR software for arts and culture organisations, we are very familiar with the advantages, but also the pitfalls and limitations of bringing digital interactives to audiences. Imagine arts and culture establishments being able to serve augmented and virtual reality content without asking their visitors to download an app, mess around with cumbersome and unhygienic VR headsets, or compromising on quality via a web interface. Inspired by the familiar and much-loved classic seaside binoculars, we propose the creation of 'AR Binoculars', which will be robust, yet inviting, physical viewer units hosting location-specific 3D digital content instead of traditional optics. Our 'AR Binoculars' will be able to solve many of the accessibility and usability issues currently faced by digital interactives in arts and culture spaces. Not only will our project result in a groundbreaking hardware/software amalgamation, but will also lay the foundations of an innovative HaaS (hardware-as-a-service) business model that enables arts/culture organisations to offer immersive visuals at an attainable price.