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Biography -Jeroen van ErpA magical leveragein search of the killer applicationJeroen van Erp graduatedfrom the Faculty of IndustrialDesign at the TechnicalUniversity of Delft in1988. In 1992, he was one ofthe founders of Fabriquein Delft, which positioneditself as a multidisciplinarydesign bureau. He establishedthe interactivemedia department in 1994,focusing primarily on developingwebsites for theworld wide web - brandnew at that time.Under Jeroen’s joint leadership, Fabriquehas grown through the years into a multifaceteddesign bureau. It currently employsmore than 100 artists, engineers and storytellersworking for a wide range of customers:from supermarket chain Albert Heijn to theRijksmuseum.Fabrique develops visions, helps its clientsthink about strategies, branding and innovationand realises designs. Preferably cuttingstraight through the design disciplines, sothat the traditional borders between graphicdesign, industrial design, spatial design andinteractive media are sometimes barely recognisable.In the bureau’s vision, this crossmedia approach will be the only way to createapparently simple solutions for complexand relevant issues. The bureau also openeda studio in Amsterdam in 2008.Jeroen is currently CCO (Chief CreativeOfficer) and a partner, and in this role heis responsible for the creative policy of thecompany. He has also been closely involvedin various projects as art director and designer.He is a guest lecturer for variouscourses and is a board member at NAGO(the Netherlands Graphic Design Archive)and the Design & Emotion Society.by Jeroen van erpThe moment I was confronted with the technology of Augmented Reality,back in 2006 at the Royal Academy of Arts in The Hague, I was thrilled.Despite the heavy helmet, the clumsy equipment, the shaky images andthe lack of a well-defined purpose, it immediately had a profound impacton me. From the start, it was clear that this technology had a lot of potential,although at first it was hard to grasp why. Almost six years later,the fog that initially surrounded this new technology has gradually fadedaway. To start with, the technology itself is developing rapidly, as is theequipment. But more importantly: companies and culturalinstitutions are starting to understand how they can benefit fromthis technology. At the moment there are a variety of applications available(mainly mobile applications for tablets or smart phones) that createadded value for the user or consumer. This is great, because it not onlyallows the audience to gain experience in the field of this still-developingtechnology, but also the industry. But to make Augmented Reality a realsuccess, the next step will be of vital importance.www.fabrique.nl6667