Bose Audio Augmented Reality and #BoseFrames Pop-Up Made its Appearance In Austin

When you think of the brand, Bose, the first thing that normally springs to mind is speakers, definitely not Audio Augmented Reality (AR) or sunglasses but that is about to change. Last week during South By Southwest (SXSW) Bose announced the world’s first audio augmented reality platform, Bose AR. Also at SXSW the #BoseFrames pop-up came to Austin to debut sunglasses collection with built-in Bose speakers for an immersive audio experience. 

Bose AR is a first-of-its-kind audio augmented reality platform, combining the power of next-gen Bose audio products with innovative mobile apps. You may be asking yourself how this is different from all other AR products already launched. Unlike traditional AR, which overlays virtual images onto the physical world, and audio AR, which does the same thing, except with sounds instead of images, Bose AR goes several steps further. 

Motion sensors embedded inside Bose AR-enabled products (like Bose Frames or QC35 headphones II) work together with your phone. Using information like your location, your head gestures, and the direction you’re looking, Bose AR-enhanced apps create audio experiences in the world around you.

The Bose Connect app gives you easy access to everything your product has to offer. Users can get tips, unlock Bose AR, and personalize your settings. For iPhone and iPad users with a Bose AR-enabled product, open the Bose Connect app to access a showcase of Bose AR-enhanced apps with links to download them. (Apps for Android users are in development).

During SXSW attendees tried on the new Bose AR-enabled wearables, learned about new tools to code and create and try out the first Bose AR-enhanced apps. With the Beta availability of new experiences, there were two AR-enabled products, one was the QC35 II and the other was Bose Frames.  

I had the opportunity to test out both AR Bose Frames and QC35 headphones II experiences while at Bose. While wearing the Bose Frames, I played Golfshot and learned to use gestures while also experiencing the audio within the Bose Frames.

I didn’t get the hang of the gestures while playing but I was blown away with the audio within the frames. It’s crystal clear, no earbuds needed and no one around you can hear the audio playing in your frames.

I also tested the QC35 headphones II at the Headspace demo at the Bose house. Considering how loud SXSW is with live music and large crowds the headphones canceled it all out. It was a small piece of heaven before going back into the SXSW mayhem and they were so comfortable.

Overall I had a great experience at Bose and to give you all a little more information about the Bose Frames and QC35 headphones II I tested while at Bose see below.

QC35 headphones II

  • Acoustic Noise Cancelling
  • Voice Assistants
  • Volume-Optimized Eq
  • 20 Hours Battery
  • Custom Designs
  • Bose Ar Enabled
  • Retail: $349.95

Bose Frames

  • Open-Ear Audio
  • Ultramodern Materials
  • Bluetooth® Enabled
  • Uva/Uvb Protection
  • Integrated Microphone
  • Bose Ar Enabled
  • Retail $199.95

To shop or learn more about the QC35 headphones II please visit: For the Bose Frames please visit:


Source: Bose, SXSW