Wembley Stadium has launched what it calls “the world’s most technologically advanced stadium tour”, using beacon technology, 360 video and augmented reality to provide a mind-blowing interactive experience for visitors exploring the home of English football.

Interaction design agency Nock has worked in collaboration with the Football Association (FA) and mobile network operator EE on the tour, which launched on 18 July.

Connected by an EE Harrier smartphone converted into an EE SmartGuide, users can explore the famous stadium while utilising 360 video and AR to relive key sporting and music moments that have taken place at Wembley.



Guides leading the tours use a master app, which runs on a Samsung Galaxy handset and activates various beacons placed throughout the stadium along the tour route. The master device triggers relevant content on the EE SmartGuides, using a Bluetooth signal to relay the information. In select locations, the master app also triggers multimedia footage, which appears on screens and speakers independent of the EE SmartGuides.

“Nock committed to creating a tour centred as much around showcasing Wembley’s charismatic tour guides as the stadium itself, proposing a deeply immersive experience underpinned by cutting edge technologies being used in new and novel ways. 18 months later, Wembley has just debuted the world’s most technologically advanced stadium tour,” said Prask Sutton, co-founder and chief innovation officer at Nock.

“It has been a gruelling 18 months, but we are very proud of what Nock has achieved and what has been delivered to The FA, Wembley Stadium and EE.

“Nock's technology is set to revolutionise the way mobile technologies are used for consumer experiences at stadiums, museums and tourist attractions around the world.”