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Interior Virtual Enhancement: Using Augmented Reality to Elevate Visitor Experience on Café as an Instagrammable Place

The increasing culture of selfies using smartphones in the community has significant implications for the quality of visual tastes and design trends that are developing in Indonesian society. The merger of communication and camera technology found on smart cell phones creates a new phenomenon, namely self-portrait behavior with a very broad impact: coverage across generations, socio-cultural, and economic strata. The implication of this phenomenon is the change of priority in designing and promoting various types of public commercial spaces, from what was originally oriented to the physical and physiological comfort of the user, is now starting to prioritize the beauty and visual uniqueness of the space in order to become a self-tourism destination that is 'Instagrammable'. The use of Augmented Reality in the interior cafe offers new alternative to visitors experience, who take a selfie by combining interior reality and virtual reality into a single camera shot. The easiness to changing its theme and concept in AR will make it easier for the owner to applicate their ideas and is expected for the visitor to visit back. This study aims to determine the effectiveness of AR as virtual enhancement in ‘instagrammable’ interior spaces. This study uses an experimental method supported by questionnaires and interviews to get data of visitors experiences. The results obtained are the use of AR technology can effectively improve visitors experience, and the effectiveness of AR to support visitor’s selfies as part of marketing. This research provides guidance for cafe owners who want to design their cafes to become attractive selfie destinations, as part of a marketing strategy. This study provides an overview of the incorporation of technology on visual trends of Indonesia society, and AR technology as part of the interior visual enhancement.