Will you be able to shop for your next Birkin from the comfort of your Boffi bathtub thanks to advances in Extended Reality (XR)? To those in the know, this period has already begun. Yes, you may use virtual technology to select the trim of your dream Porsche. Prestige firms are increasingly adopting innovation as a strategy to stay ahead of the curve in the luxury segment, where fans have plenty of disposable income but little time.
Extended Reality (XR) refers to the more well-known kinds of immersive technologies, such as virtual reality (VR), augmented reality (AR), and mixed reality (MR), as well as any new ones that may develop in the future. MR is the newest immersive technology on the block, featuring the interaction of the digital and physical worlds. MR enables digital items to be “planted” in our environment, with the added capability of interacting with them. Luxury firms are incorporating XR to cater to the desires and expectations of a younger, more tech-savvy customer base.
It’s critical for premium brands like Rolex to stay ahead of the curve and create the trends that others follow. Rolex, one of the world’s most desired watchmakers, has released an augmented reality software that allows collectors to try on simulated watches on their real-life wrists. Because a Cosmograph Daytona and a GMT-Master II have very different stances on the wrist, and an Oyster Perpetual even more so. Scaled representations of Rolex models are superimposed just where watch connoisseurs want them.
Rolex’s AR app is a weekend-worthy hobby for this Haute horology group over brunch—a world of whimsical “should I purchase it in Platinum or Oystersteel and Gold” wonder while you finish the last of the Mimosas.
The AR Visualiser App from Porsche allows you to design your dream Carrera and then see it parked in your driveway. If you’re anything like us, you’ve already imagined a 911 arriving at your home, and now you can see it in 3D thanks to an ever-improving app. Comparing how each hue and trim will “pop” in their driveway is a joy for design enthusiasts. The customer can select the standard options found in a configurator, such as color and wheel style, but Porsche didn’t stop there.
It also gives a behind-the-scenes look at the car’s mechanicals, along with specs and other details. Making the car’s exhaust sound or raising and lowering its spoiler are popular features among Porsche’s online configurator app customers. Driving mode is also enjoyable since it allows you to maneuver the automobile around your selected surroundings while seeing the wheel designs in action. What a great way to browse from the comfort of your own home.
The options to differentiate yourself from the competitors in the high-end hotel industry are limitless. JW Marriott, Anaheim Resort unveiled its Secret Butterfly Garden and interactive augmented reality experience to the enjoyment of guests and residents alike, leveraging the newest developments in XR technology. Imagine navigating a digital forest and sculpture garden that awakens your senses and transports you to a fantastic world.
Hotel visitors visit the second-story rooftop of the JW Marriott, Anaheim Resort to discover this one-of-a-kind exhibit by using their smartphones to interact with the garden’s attractions. Over 600 titanium butterflies adorn the exquisitely created installation, which glows in various shades of blue. Guests are directed through a three-part story utilizing their device’s camera to interact with the sculptures once connected. It all culminates in the planting of a fanciful tree whose color and shape are determined by choices made during the event.
On the JW Marriott, Anaheim Resort’s West Deck, we encounter augmented reality in a performative meditation that aesthetically and conceptually ‘binds’ people to this area. The world-first augmented sculpture story illustrates JW Marriott’s commitment to providing forward-thinking guest experiences.
A thoughtful interactive art adventure that allows all participants to discover their inner artists. The garden’s border is lined with young bamboo and clementine trees that pay homage to the city’s agricultural background, so the experience will evolve over time.