HOLITION
Creates a Magical Virtual Experience In London’s Fashionable Mayfair
UK Vogue’s ‘STREET LIGHTS’
10th – 15th May 2011
“Mirror, mirror on the wall… who is the fairest of them all?”
Imagine wearing an exquisite tiara from Garrard
Now imagine wearing it “virtually” using augmented reality
To celebrate UK Vogue’s ‘Street Lights’ initiative Holition was invited by Vogue Jewellery Editor, Carol Woolton and Garrard to collaborate with its Creative Director, Stephen Webster, on a visionary window display during the ‘Street Lights’ exhibition. As the international leader in 3D and augmented reality solutions for luxury brands Holition has been creating cutting edge 3D reality applications which allows consumers to “try on” luxury products such as diamond rings, jewellery and watches via the web. Quality and precision is paramount as Holition’s innovative team experiments at the far reaches of advanced technology to explore all aspects of augmented reality.
Webster said “Having seen a demonstration of the technology being developed by Holiton we thought it would be fun to use the technique of virtually trying on jewellery and adapt it to create a unique window for Garrard. As a result Holiton and Garrard have generated an exclusive “try on a tiara experience”. Webster said they “chose a tiara as not many jewellers have one and the tiara is something synonymous with Garrard due to the company creating tiaras and crowns for royalty and society over its 275 year history.”
Holition’s futuristic interactive window display at Garrard in Albemarle Street allows the famous jewellers to further engage with today’s online luxury customer. The augmented reality application lets shoppers “try on” a virtual diamond & spinel tiara and enjoy a fairy tale princess experience. The ‘virtual tiara’ is brought to life using the most advanced and photo-realistic computer modelling with Holition’s unique real time light reflecting technology. Standing in front of the window the tiara will appear, as if by magic, on the person’s head and with a gentle movement the wearer will see the light sparkling from each faceted diamond – a truly magical shopping experience.
Lynne Murray, a graduate of the RCA and Brand Director of Holition, is part of the highly innovative team leading the way in creating groundbreaking technology and digital campaigns. At the RCA, Lynne developed an interest in the use of rapid manufacture as a final product specializing in computer fabricated objects engineered in CAD. Lynne’s interest in the use of computers to display and process objects has been further pushed within Holition. The team’s combined luxury market, technical expertise and experience enables the company to constantly challenge and push the boundaries of 3D and augmented reality with Luxury Groups such as LVMH and Gucci already embracing Holition’s cutting edge technology.
CEO, Jonathan Chippindale says “The ‘Street Lights’ project provides an excellent platform for Holition to further increase the creativity and potential of augmented reality technology. We are extremely excited about this exciting partnership with Vogue, RCA and Garrard as we are able to take our interactive technology and enhanced consumer experience directly to the iconic windows of one of the world’s oldest jewellers”.
ABOUT HOLITION
Holition is made up of a diverse and dedicated team of luxury marketers, futurists, technologists and retail experts, working to support its clients’ business objectives.
Holition has developed a unique augmented reality application for use online, in-store and at live events. Established in London in January 2008, Holition boasts unrivalled international luxury retail experience and is supported by the technical expertise of 3D specialists Inition. Holition understands the specifics of luxury retail brands, maximizing brand engagement through a deep understanding of changing consumer behaviour as well as the development of advanced marketing techniques made possible by the advent of augmented reality. www.holition.com
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Tags: Fashionable Mayfair, London’s Fashionable, London’s Fashionable Mayfair, Mayfair