At this year’s Iowa State Fair, Grimes-based Lashier Graphics & Signs and Vaezr Studio, a division of West Des Moines-based technology firm Zirous, have partnered to display a mural that can be activated with augmented reality technology.

The mural (pictured) will be located on the exterior of the Jacobson Exhibition Center in the southwest corner of the fairgrounds next to the Iowa Craft Beer Tent. But after scanning a QR code, features of the 24-foot wide artwork will come to life on visitors’ phones. Like other photo opportunities, visitors will be able to take photos in front of the background.

Luke McDermott, senior XR engineer at Zirous, told the Business Record that a team at Zirous enabled the activated features using a type of AR technology called image tracking, which requires graphics to have contrast, unique shapes and clear outlines. The Vaezr Studio division at Zirous focuses on extended reality (XR), which includes AR and virtual reality.

After both having past partnerships with the fair, Zirous and Lashier Graphics decided to partner for the first time. And it won’t be the last.

Andy Lashier, co-owner and chief financial officer of Lashier Graphics & Signs, said the mural is the first collaboration with Zirous under a co-developed brand recently launched by the two companies called Activated Graphics.

“Our customers trust us to effectively get maximum eyes on their messages. By partnering with Vaezr to launch Activated Graphics, we continue to explore and lead the cutting edge of technology within our industry,” Lashier said in a news release.

Zirous and Lashier Graphics started Activated Graphics because they see opportunities for businesses to add value to signage after it is printed.