What Happened
Martine Jarlgaard London found an interesting way to showcase its new collection during London Fashion Week. Instead of a typical runway show, attendees will enter a seemingly empty space and strap on a Microsoft HoloLens headset to see the new collection populate the space as holograms. This will allow attendees to walk around and check out the items from all angles. Working with the Fashion Innovation Agency and 3D capturing company DoubleMe, the brand hopes the use of HoloLens can help reimagine the runway and remove “the barrier between the physical location and the audience.”
What Brands Need To Do
This initiative is the latest example of an early-adopting brand exploring augmented and mixed reality to showcase their products and content in an innovative way. The viral success of Pokémon Go has been familiarizing millions of consumers worldwide with augmented reality technologies, and brands that wish to stay ahead of the curve should consider partnering with tech providers and content creators to start working on augmented and mixed reality now.
The Lab has extensive experience with AR technologies and how they apply to marketing. For anyone that has yet to experience augmented reality, the Lab has a HoloLens that is ready for demo. Please get in touch with our Client Services Director Samantha Holland ([email protected]) if you’d like to request a HoloLens demo or have a client opportunity.
Sources: Forbes
Header image courtesy of Martine Jarlgaard London’s Twitter
