B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • AFL
  • WPP
  • NRL
  • Anthony Albanese
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • State of Origin
  • imaa
  • Meta
  • ARN
  • AI
  • Federal Election
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: AKQA’s Millipede And RMIT Create New Playable Experience For Melbourne
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Technology > AKQA’s Millipede And RMIT Create New Playable Experience For Melbourne
Technology

AKQA’s Millipede And RMIT Create New Playable Experience For Melbourne

Staff Writers
Published on: 15th April 2021 at 10:24 AM
Staff Writers
Share
4 Min Read
SHARE

As Melbourne continues its post-pandemic reactivation and with thousands of children visiting during the school holidays, the CBD is the central character in the self-guided immersive theatre experience, 64 Ways of Being.   

The innovative project combines games, art and augmented reality. Players follow characters, activate architecture, discover hidden worlds, interact with strangers and talk with trees and rivers.   

It’s the creation of RMIT mixed reality artist Dr Troy Innocent, live arts collective one step at a time like this, and game developer Millipede (AKQA Group) and funded by the Victorian Government through Creative Victoria.   It is the latest creative project from RMIT, known globally as a leading university of design and technology. 

Millipede’s General Manager Patrick Toohey said: “64 Ways of Being is a uniquely Melbourne experience – enigmatic and layered, secretive yet accessible, interactive and intimate, mind expanding and culturally inclusive. It’s been a true collaboration of minds and talents combining Millipede’s game development craft and mobile app design skills with RMIT and Creative Victoria to create playable art on the streets of the city.” 

The 64 Ways of Being experience is a three-part walking trail and draws on Melbourne’s multicultural communities and Indigenous knowledge. 

Participants download a free app on to their mobile phone and begin on the steps of Parliament with its colonial architecture and are then led through a walk to Chinatown.  

Players continue through a labyrinth of laneways filled with street art and onto iconic locations such as RMIT’s the Capitol. The final stage takes players to the end of Elizabeth St and along the banks of the Birrarung (river) to Queensbridge.    

Children and families can also get a sample of the 64 Ways of Being experience at the Australian Centre for the Moving Image at Federation Square until 17 April. Here, pieces of the iconic meeting place fly around on a mobile phone and participants interact with them via augmented reality.    

Minister for Creative Industries Danny Pearson said: “We are proud to back this local project that will showcase our capital city in a new way and demonstrate once again why Victoria is the creative state and home of digital games. “64 Ways of Being puts Victorian innovation on show, providing opportunities for creative workers with a free, COVIDSafe activity that everyone can enjoy.” 

RMIT Vice-Chancellor’s Senior Research Fellow and project lead Dr Troy Innocent said the project had been an amazing opportunity to collaborate with other creative practitioners.  

“We’re really excited to see how Melburnians embrace it,” Innocent said. 

“People often think of digital games as something played on the couch. We wanted to show they can be much more than that and imaginative, urban play can transform your connection to place.’’ 

One step at a time like this’s Clair Korobacz said: “This project was a unique opportunity for us to work with augmented reality and expand our creative practice.” 

Participants download the app, and are provided with a starting point and information on how to prepare, but the trail is largely self-driven.   

Each of the three stages take 60 to 90 minutes, depending on walking pace and time taken to play each augmented reality encounter.   

Players can do the entire 3km trail in one hit, break it up over multiple days or, in true Melbourne style, stop for coffee along the way.   

At the end, a digital map of the journey is downloaded on to the participant’s phone.   

The  free 64 Ways of Being app can be downloaded from the Apple store and Google Play and requires headphones and a full mobile phone battery.  

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: AKQA., RMIT
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

TV Ratings (29/06/2025): Sunday Afternoon Football Does The Numbers But Fails To Engage Its Audience
30/06/2025
VisitBritain Appoints Kristen Angus As Country Manager For ANZ
30/06/2025
Sydney Powerhouse Kyle & Jackie O ‘Bleed Advertisers’ In Melbourne Market
30/06/2025
Dentsu Queensland & Tourism & Events Queensland Team Up With Nine To Invite Readers To Experience ‘That Holiday Feeling’ For Themselves
30/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?