Augmented Pop-up Books?

A German based company, Metaio, has introduced a new type of Pop-Up book they seem to be calling “Augmented Reality”.

Using a webcam attached to a computer, it can add pop-up type features to a magazine, catalog, etc.

Apparently they can track the object using it’s dimensions and accurately put 3D images onto the object when viewed on the computer screen.

The main image attached to this post is a sample of what it might look like if you held the IKEA catalog up to the system.

Imagine how a magazine like Plane & Pilot could use this, or more accurately their advertisers.  Cessna could have 3D models pop up of their newest model airplanes or cockpit avionics, Bose could show a 3D version of the Bose X Headsets, etc.

More photos and even a youtube video showcase of it below.