On the surface, web-based AR seems unnecessary. The internet is already an interactive world of its own – why does it need augmented reality? However, the benefits are now increasingly visible through the efforts of New Zealand born, Melbourne based start-up, Plattar. Now, the adoption of AR is not limited by the need to download apps, but can be integrated into the browser through Google and Apple, which enables brands and retailers to bring products to life. In effect, the new technology allows online shoppers to view products – from cushions to coffee machines – in their homes before they buy them. We chat to the founder of Plattar, Rupert Deans, who is behind the company making it happen.