Revolutionizing Culture and Technology in Ciudad Juárez

Introduction to the Juárez Aumentada Project

Juárez Aumentada, an innovative project by New Discovery Agency, supported by BRP (Bombardier Recreational Products), represents a significant advance in
the fusion of culture and technology.

This cultural augmented reality project stood out as one of the 46 winners in the latest edition
of Eká
Nawéame. This effort is a testament to New Discovery’s commitment to socially responsible companies like
BRP.

Project Objective and Scope

The project aims to integrate the most iconic monuments, cultural centers, and historic sites in Ciudad Juárez
into an Augmented Reality application. Under the direction of Jonalex Herrera and Liz Pasillas, the New
Discovery team focused on creating volumetric captures of 40 monuments and 20 plaques and historic
buildings, which were then integrated into an interactive and educational platform accessible from
mobile devices.

Recognition and Support

Juárez Aumentada received support from the Eká
Nawéame program of the Government of Chihuahua, securing funds for its development. BRP, known for its
manufacturing of recreational vehicles, collaborated on this project, reaffirming its commitment to the culture
and community of Ciudad Juárez.

Cultural and Social Impact

This project not only promotes the preservation of the identity and culture of Ciudad Juárez but also provides
a unique platform to educate and connect the community with its rich heritage. The application allows users to
explore and learn about the city’s historical sites, creating an immersive and educational cultural
experience.

Future and Vision

The Juárez Aumentada project is a clear example of how immersive technology can be used to enrich culture and
education. Through this project, New Discovery Agency demonstrates its ability to innovate and connect
communities, setting a model for the preservation and promotion of local culture through the use of new
technologies.

For more information, visit New Discovery Agency and the website
of Juárez Aumentada.