AUGMENTED RETAIL Holition Portfolio Connecting with The Digital Consumer
A U G M E N T E D
R E T A I L
Holition Ltd. 23 Curtain Road, London EC2A 3LT Tel: 0207 377 9659 Registered in England No: 06513442 www.holition.com
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Portfolio
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About Us Dunhill Projection Triumph Essence Forevermark Tatler Tissot Boucheron Vogue Magazine De Beers Hannah Martin Sweet Shoppe Central St. Martins Tacori Tag Heuer Hugo Boss Projects of the future A.R. Handbags A.R. Sunglasses A.R. Make Up Augmented Clothing Holition Travel Contact Details
digital as
RETAIL THEATRE
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CONSUMER EXPERIENCE
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NEW CREATIVE MEDIUM
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About Us... Holition is an award winning digital creative studio specialising inemerging technologies. We craft premium 3D digital experiences for agrowing network of pioneering digital luxury organisations including Richemont, LVMH, Swatch Group and Gucci Group across the emerging digital fashion and accessory sectors. Our creative augmented reality solutions bring audiences closer to brands, connecting digital to retail by delivering memorableexperiences online, in-store and through mobile. Our international deployments have been installed at premium retail stores including Selfridges, Harrods, and Dover Street Market in London, Isetan in Tokyo, and Bloomingdales in New York. Holition is a synthesis of luxury marketers, retail specialists and cutting edge leaders in 3D technology and are based near London’s Silicon Roundabout in Shoreditch London, serving clients worldwide from our East London studio and Innovation Lab. Our team are experts in the areas of digital retail and are widely invited to be thought leaders at global conferences and events; sharing our knowledge and experience encourage us to think better about digital.
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“A truly bre technology, Luxury Insider Magazine
DUNHILL 3D PROJECTION On 16th March 2012 in Shanghai, Alfred Dunhill hosted ‘Trafalgar’and recreated the architectural and elemental spirit of London, presenting the House’s collection on an exceptional scale in front of 1000 global guests. As if in a giant snow globe, the British luxury men’s brand showcased the timeless elegance of the collection on 64 Asian models, standing on ‘Trafalgar Square’ in a simulation of all four seasons, composed over a single day. A full year of weather condensed over one day– Spring was dawn, Summer noon, Autumn dusk and Winter was night – was created by one of the longest single CGI sequences ever made, the magic of holographic projection, mixing the physical with the unphysical. Holition worked with Campaign Design, Musion and Absolute Post to create this breathtaking fashion experience.
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eathtaking amalgamation of culture, architecture and of course, fashion...�
“The beauty of the collection is able to be viewed in real time 3D on the users body�
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TRIUMPH ESSENCE | OGILVY ACTION Holition provided supporting technologies for OgilvyAction’s breathtakingly beautiful immersive ‘Fantasy Experience’ to mark the launch of luxury lingerie collection in Selfridges, Triumph Essence. Users are encouraged to virtually ‘try on’ the underwear collection using the latest motion capture technologies. The beauty of the collection is able to be viewed in real time 3D on the users body, moving with the viewer and displaying the true beauty of Triumph Essence underwear. A world first in interactive virtual try on, Holition are pleased to present our latest developments as part of this exciting partnership.
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FOREVERMARK | The De Beers Group My Forevermark Fitting is the first deployment of a 3D virtual try-on for pendants and earrings. In this worldwide debut, the users are able to see the earrings and pendants sparkle in the light and to see how the jewellery will move as they ‘wear’ it. My Forevermark Fitting allows consumers to experience timeless earrings, rings and pendants featuring Forevermark diamonds. Forevermark worked in partnership with leading creative agency AKQA and the global leaders in 3D augmented reality, Holition, to create the experience.
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“Holition are Tatler’s new best friends...” Kate Reardon, Editor Tatler
TATLER MAGAZINE Holition were asked by Jessica Walsh, Jewellery Editor of Tatler to provide an editorial style 4 page spread in the key September issue of the iconic magazine Tatler. Holition were introduced to 12 premium brands by Tatler, and chose hero pieces to be included in the magazine. Holition crated a bespoke augmented reality experience whichenabled readers to try on all 12 rings from the Tatler website, bridging traditional print media with online visionary experience.
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TISSOT Holition has produced over 8 significant AR projects for Tissot. Holition works with the UK and Global teams to devise strategy, projects, and digital solutions for the Tissot brand. Holiton’s project with Tissot is a true partnership; their collaborative projects have been deployed globally including Selfridges, Harrods, Champs Elysees Paris, Corte Ingles Madrid, and most recently in Toronto. 85% increase in sales at Selfridges 600% increase in PR 50k + hits to You-Tube in one week Drove global digital strategy
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“The work that Holition has produced on behalf of Tissot fits perfectly into Selfridges’ desire for continuous innovation in retail.” Sally Scott, Selfridges Marketing Director
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BOUCHERON We created a boutique augmented reality experience for Boucheron’s 20 hero products. The augmented reality watches and jewellery were displayed in a unique micro-site ‘MyBoucheron’ which aimed to target a new digital audience for Boucheron and enhance the online experience for the prestigious brand. 50% increase in hits to the Boucheron website in the first month of launch, 10% month on month increase thereafter since launchLuxury Interactive, London 2011.
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“The main takeaway is that digital component is key for the brand experience...it enhances emotions, closeness, exposure and service. - Luxury Daily.� Cecile Francois- Marketing Director
GARRARD | VOGUE MAGAZINE VOGUE approached Holition to provide an augmented reality solution to Garrard, one of the oldest jewellers in the world. Creative Director of Garrard, Stephen Webster, was keen for the Holition augmented reality application to enable people to try on a 100 year old tiara from the street around the time of the Royal Wedding. The project was intended to drive coverage, and support the VOGUE Streetlightscollaboration with the Royal College of Art and Carol Woolton of VOGUE.
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DE BEERS Holition partnered with 3D filming experts Pointy Stick Films to shoot a beautifully art directed promotional film detailing De Beers most dramatic pieces. The 3D film was displayed on a lenticular screen, which does not require 3D viewing glasses. The film was deployed globally, and a second film commissioned. The solution engineered for this film required specialist expertise to generate the focal range required for achieving such detail of the diamonds, and is just the start of what this exciting medium can deliver premium retail.
HANNAH MARTIN | DOVER STREET MARKET March 17th 2011 marked the launch of Holition’s latest creative collaboration with designer Hannah Martin, lighting expert Moritz Waldemayer, SHOWstudio and Dover St Market entitled ‘The Man Who Knows Everything’. The exhibition, a fusion of the ‘sacred’ and the ‘modern’, allows visitors to interact with Martin’s 18 carat Red Gold Comte’s Pyramid Ring through Holition’s cutting-edge AR engine. A laser installation designed by Waldemayer encased the ring out of reach; the only way to try on the latest Hannah Martin piece was through Holition’s technology.
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Working with Holition has been an amazing journey; their energy, enthusiasm and belief extends beyond what not only they do, but what we do. Nathan Morse, MD
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“Invention, my dear friends, is 93% perspiration, 6% electricity, 4% evaporation, and 2% butterscotch ripple” Willy Wonka
THE FUTURE LABORATORY | CAMPAIGN Holition collaborated with The Future Laboratory and Campaign to provide the golden ticket for the ultimate personalised experience; a metaphorical journey of the, ‘Future of Retail.’ Sweet Shoppe is a hyper-real, personalised and technology-enabled installation that allows visitors to see, smell, touch and taste the retail experience of the future. As part of London Design Festival, guests are invited on a 20-minute curated journey of individual futuristic discovery to source their perfect sweet through a process of exploration, editing and selection, creating an ethereal analogy for navigating the retail landscape of tomorrow. The journey combines the mechanisms of online retailing, including social recognition, profile-based recommendations, intuitive navigation and filtering options to create a unique physical consumer experience. One of the features of Sweet Shoppe includes Holition’s augmented reality software that seamlessly blurs the realities between the online and offline experience.
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“Sweet Shoppe is a fascinating glimpse into how shopping might become a different experience, and one which companies should sit up and take note of.” Rob Alderson, Online Editor, It’s Nice That
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CENTRAL ST MARTINS | DEGREE SHOW SPONSORSHIP Jenny Lee’s project was developed throughout her final MA year at Central St. Martins, Textiles Fashion Research Group. Holition created an experience with Jenny with responded to her project title, IMMATERIALITY: THE FUTURE HUMAN. ‘Immateriality’ is the A/W’62’ collection of ‘digital skins’ which seeks to critically question future implications of how we choose to utilise science and technology. Jenny Lee’s collaborative project with Holition, proposes a future where technologists become the designers of the future, utilising technology as their human design tools, to craft the new future human.
“Holition have been amazing; they have worked to support my ideas, and find the best achievable solution to my challenging futurist designs. It has been such a great experience working with developers and programmers to progress my project, and has made me consider new partnerships with design and technology.� Jenny Lee
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“These are technologies that let people know that as a company you’re staying fresh and relevant.” Michelle Adorjan, Marketing Director
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TACORI Holition provided Tacori with an augmented reality experience to match their brand, ensuring all bespoke interfaces aligned with Tacori brand values. Holition supported the installation to ensure all hardware was set up correctly and acted as a consultant throughout the process. The solution included supplying thousands of pop out ring marker invites for the 3 day event. Given the unique nature of the Holition proposition, Tacori invited Holition to give a presentation to Bloomingdales in New York, to ensure the activity would meet all parties quality objectives.
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TAG HEUER Holition were asked to create the first UK version of the Holition Augmented Reality experience for watches; generating interest purely through viral activity and PR support and not through traditional print advertising. Holition developed an online application enabling users to ‘try on’ hero products from the Tag Heuer collection.
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“We always strive to be the brand leader in design, precision and cutting edge technology. We are very proud to be pioneers in this new field.� Antoine Pin, CEO LVMH Watch & Jewellery UK
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HUGO BOSS Holition was asked by digital agency Life Integrated to create an augmented reality men’s aftershave campaign for Hugo Boss. The application featured a 3D AR bottle built within the NYC skyline with taxis driving around. When the user turned the symbol over the bottle would spray aftershave and the advertising campaign would transition full screen. Hugo Boss kiosks were installed throughout the UK, Europe & America.
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“Hugo Boss kiosks were installed throughout the UK, Europe and America”
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Projects of The Future A collection of projects Holition is currently developing for future retail experiences let us bring your audience to your brand.
AR HANDBAG APPLICATIONS Leather goods provide a great opportunity for exploring some of the benefits of Holition Augmented Retail, namely the quality of the virtual product. We are currently developing a range of experiences to demonstrate the beauty of leather products, expanding our ability to present the highest quality visualisation currently available through AR. Each product is explored as 1:1 in scale and each can be integrated with additional craftsmanship videos helping to position your message. All applications are available online, via mobile, tablet or in-store.
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AR SUNGLASSES Mobile is shifting to the very heart of media content and Holition’s augmented reality apps for iPhone, iPad and Android solutions bring the power of augmented reality directly into consumers on-the-go lifestyles. Our iPhone app and iPad apps are great ways to introduce your consumers to Augmented Reality. We have currently developed face tracking technology so that the consumer is able to try on sunglasses via mobile.
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AR MAKE UP We are currently developing the full range of make up, allowing customers to try on all make up products. This is ideally positioned to be a great social driver, allowing consumers to try on product online via Facebook. In-store this is expected to encourage better dialogue between store staff, and become a digital make up ‘hub’ within retail stores, responding to the digital consumers expectations.
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examples of application working live
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Why would you buy clothes and accessories online, if you could not try them on?
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HOLITION | AUGMENTED CLOTHING Holition Clothing aims to simplify the consumer shopping experience by enabling consumers to virtually try on garments at home or in-store. Holition is currently working with key development partners looking to encourage a more human experience of virtually trying on garments, with the aim of seeing garments moving in response to one’s own gestures, as though looking in a mirror. Time fit – together with life-like fabric properties will support the simplification of the consumer journey, increase social share and ultimately provide assisted style advice. - Lynne Murray, Holition.
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HOLITION TRAVEL RETAIL Holition is delighted to announce that it will be launching HolitionTR – a new division specifically dedicated to supporting the travel retail market. The innovative nature of the technology and its ability to engage consumers, combined with the quality of the solution, allows HolitionTR to capture the joy and excitement of retail for the travelling consumer.
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Please contact us for an appointment at our studio @holition #augmentedretail
Holition Ltd. 23 Curtain Road, London EC2A 3LT Tel: 0207 377 9659 Registered in England No: 06513442 www.holition.com