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lifeClipper3 is a media art project in which a walk is audiovisually expanded into a game-like experience by means of “augmented reality” technologies. For visitors this creates an immersive experience which is unique in each case, and which challenges and calls into question habitual modes of perception. In this paper the “experience design” strategies used in lifeClipper3 are introduced, and examined by means of qualitative ethnographic methods in a visitor evaluation. The resulting insights are intended to be beneficial for similarly designed future AR art projects.