Digital Law & Kenneth creates augmented reality show for Godrej Interio
The agency built a unique AR experience at Lakme India Fashion Week to launch the new range of furniture
BestMediaInfo Bureau | Delhi | March 9, 2012
The paparazzi was all set to witness Anita Dongre's latest collection. The creme de la creme had lined up to watch the most prestigious fashion show taking place at Grand Hyatt, Mumbai. However, what the crowd witnessed was a surreal experience that brought together technology and fashion for the first time – India's first augmented reality (AR) based fashion show created for Godrej Interio to launch its latest furniture range Freestile. Digital Law & Kenneth conceptualised the unique experience.
"Godrej Interio's AR stunt at LIFW for me had two highlights – near perfect integration of technology, brand promise and prestigious event, and on the other hand, it was a great example of brand immersion and higher order level in the future of engagement," commented Anil Nair, MD of Digital Law & Kenneth.
The models sashaying down the runway interacted with the furniture as part of the fashion show – an element that took the audience completely by surprise. Hungama & White Leaf Entertainment were the technical partner and the event organisers. The augmented reality segments took place in prominent slots during the fashion show. Models interacted with the furniture at the beginning while the grand finale took place when Anita Dongre entered the stage for the final AR segment.
The experience showed how brands are increasingly finding different ways to connect with consumers. The entire AR part of the show was painstakingly executed through numerous rounds of rehearsals and coordination with show choreographers. "A lot of effort went in the creation of this unique augmented reality show. Right from the technological guys to event coordinators and show choreographers, they pulled off the entire activity. It was exciting to see the audience cheer for something innovative like this," commented Jaya Bhatia, VP, Digital Law & Kenneth.
Bedraj Tripathy, Senior General Manager of Godrej Interio, said, “With the advent of newer models of communication, digital is slowly getting streamlined into mass consciousness and becoming an integral part of brand building activities. With Design HQ, a platform that fosters cutting-edge design and innovation in furniture, the concept beautifully complimented our thought.”
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