A new digital agency, dubbed Rare, has this week opened its doors for business in Melbourne

Rare is headed by Tim Meyer, the former head of digital at ITWire Group, and Frank Materia, who was previously partner at integrated agency Faith.

Rare’s website describes the agency as an augmented reality (AR) specialist with the business recently partnering with two European based technology developers.

The developers are Reflekt, a supplier of user-orientated AR solutions, and rrooaarr.

“The sophistication of AR has overtaken QR Codes as the new way to bring print media to life,” Meyer said.

“With the use of a smart phone/devise, AR will engage customers with an amazing interactive experience.”

Rare also offers web development, communications, graphic design, marketing and strategy as well as content management services.

The agency counts Pioneer Electronics, Kiss FM and Safari Music as its foundation clients.