AR/XR/Metaverse Insights

Gucci, Vans team up for Roblox scavenger hunt

Gucci and Vans launched a scavenger hunt between their two worlds on Roblox, the first time two fashion brands of that size have done so, according to information shared with Marketing Dive. “Gucci Town x Vans World”?will allow users to navigate obstacles and explore both digital spaces. Additionally, players are tasked with a scavenger hunt to find fabrics and patterns, which can be turned into a shoe accessory or skateboard backpack when all swatches are collected. The final product can be worn by the user’s avatar. Luxury fashion brand Gucci and skate-shoe company Vans are joining forces on Roblox to introduce younger consumers to luxury goods through a familiar brand. From now until May 13, Roblox users are encouraged to explore the newly linked digital worlds for the chance to win exclusive avatar items. While Gucci, which is considered to be a high-end retailer, may seem inaccessible to many, Vans is at a price point many feel more comfortable with. The collaboration introduces Gucci to Van’s consumers while also associating Vans with luxury. (Marketing Dive)

Balenciaga Launches A Mini-Game Dedicated To Regenerative Agriculture

The luxury house uses gamification and augmented reality to educate its audiences on more respectful environmental practices. Used to video games since the release in 2020 of its content Afterworld: The Age of Tomorrow and the challenge Yeezy Gap Engineered by Balenciaga last year, Balenciaga is now using virtual worlds to serve the cause of ecological popularization.The concept? A self-proclaimed "regenerative agriculture experience" where players are invited to take on the role of farmers working on terrain in augmented reality, the brand has launched this campaign for International Earth Day with the WebAR platform 8th wall. Dressed in the brand's colors, these avatars must virtually plant cabbages, alfalfa, or rice while respecting cultivation methods aimed at preserving and improving the quality of the soil; each stage of the game includes explanatory inserts dedicated to the importance of intercropping and rotation, agricultural waste management and composting. (Journal Du Luxe)

Snapchat’s AR technology comes to the real world with ‘AR Mirrors’

Snap today offered an update on its AR Enterprise Services (ARES), the company’s?recently announced initiative?focused on providing AR tools and expertise to businesses that want to leverage Snapchat’s technology in their own websites and apps. At its Partner Summit on Wednesday, the company showed partners its Shopping Suite, which includes features like AR Try-On and 3D product viewing, among other things, and announced a new offering called AR Mirrors that aims to bring AR tech to physical screens in the real world. Coca-Cola is using the tech to make an AR-enabled vending machine and other retailers, including Men’s Wearhouse and Nike, have tested the product, Snap said, noting the tech would now become part of ARES. (Tech Crunch)

Full IKEA product lineup now viewable in 3D within Google Search

You may be aware of the?growing list of 3D objects and animals?that you can view in Google Search using AR. Well, that has now expanded as the full IKEA catalogue can be viewed in 3D when searching Google. With over 10,000 products to choose from, IKEA has one of the most extensive home furniture and furnishing stores on the planet. Each individual item has a corresponding Swedish name that often makes little sense to English speakers, but if you search for an IKEA product using Google, you’ll now have the option to view said item in 3D. Searching for an IKEA item such as?“BROR trolley”?on mobile will show a “View in 3D” toggle beneath the corresponding web store listing. Although this is not as prominent as the more direct integration with animals and education AR models, it does work in much the same way. Tapping will open up the item in a plain 3D space with a further button allowing you to “View in your space.” (9 to 5 Google)

Emperia and Lacoste Triumph in Virtual Retail and Shopping Category at The Webby Awards 2023

Emperia and Lacoste have emerged as the champions in the Metaverse, Immersive & Virtual Retail & Shopping category at this year's esteemed The Webby Awards. The winning project, undoubtedly a source of pride for the team involved, was crafted with remarkable finesse and skill. In essence, the Emperia-Lacoste collaboration has set a new standard for virtual retail and shopping experiences. Their exemplary work has not gone unnoticed, and they deserve all the accolades that come their way. The Webby Awards have yet again celebrated and recognized outstanding achievements, and the world can only wait in anticipation for what the future holds in store for these trailblazers. (The Webby Awards)

Working With Faraway to Enable Industry-First, Two-Way Interoperability

The partnership between Faraway and Ready Player Me opened doors to two-way interoperability between Mini Royale: Nations (with 400,000 existing players monthly) and thousands of apps and games compatible with the Ready Player Me avatar system. Mini Royale: Nations?is a web-based, first-person shooter game developed by?Faraway. In the game, players compete against each other in one of two classic game modes: team deathmatch and capture the flag. Mini Royale: Nations players can connect their Phantom wallets (Solana blockchain) and unlock their heroes as Ready Player Me-compatible avatars in a few clicks. Hero avatars appear in the Wardrobe section of the?Ready Player Me Hub, where users can discover all apps and games supporting Ready Player Me. They can choose from 1,000+ live experiences, including other games, social apps, and tools for content creators. What makes this partnership unique is the ability for Mini Royale: Nations players to bring their existing heroes to Ready Player Me and compatible apps and games, achieving Faraway’s goal of providing utility to their characters beyond their own platform. This is the first time ever that avatars from a game can be used on any avatar platform. (Ready Player Me)

Brands can now hire supermodel Eva Herzigová’s digital twin

Supermodel Eva Herzigová has one of the most recognisable faces in the world. She has appeared on runways, ad campaigns and magazine covers around the world during the more than 30 years she has been working as a model. Now, at 50, her likeness has the chance to work in perpetuity thanks to a highly accurate, three-dimensional digital twin of herself that she created with?virtual production studio Dimension Studios?and agency Unsigned Group. The “metahuman” will give future developers and creators the opportunity to dress and style her face and body in ad campaigns of the future. She even recorded her runway walk —?plus a myriad of facial expressions —?to better inform future animations.? Metahumans like Herzigová’s can be used in a range of projects, ranging from lifelike still photography or two-dimensional videos that mimic the types of photoshoots with which Herzigová is familiar. This also extends to use in virtual and mixed reality, including animated videos and content that wouldn’t otherwise be possible, such as?appearing in metaverse spaces, games or within other fictional digital landscapes. Characters can be digitally dressed, posed and lit, receive digital hair and makeup styling, and their bodies and facial expressions can be animated. (Vogue Business)

Microsoft announces new Mixed Reality features for its Dynamics 365 Guides platform

As part of?Microsoft’s aim to make mixed reality (MR) more accessible and intuitive for frontline workers everywhere, the company has recently announced a host of new features for its Dynamics 365 Guides platform for deskless workers. With Dynamics 365 Guides, workers can use step-by-step holographic instructions to ensure process compliance, improve efficiency, and learn on the job. In 2022, Microsoft integrated Teams capabilities into the Guides platform, enabling users to collaborate with anyone anywhere in the world seamlessly. This also meant that users could call through the HoloLens 2 mixed reality headset – allowing remote participants to “see-what-I-see” through the HoloLens user’s eyes in real-time, and be able to annotate on the 3D space surrounding the HoloLens user via mixed reality. (Auganix)

AR Makes Shoppers More Confident About Purchases

Augmented reality?features can improve a consumer’s shopping journey, according to?research?from Magna’s Media Trials unit, part of IPG Mediabrands, Reprise Commerce, and Snap. A survey of 8,000 respondents across the U.S., U.K., Germany and Saudi Arabia found 69% of respondents would feel more confident about their purchases if they were able to virtually experience a product before buying it. Similarly, 64% of shoppers would be less likely to return a product if they were able to virtually experience it prior to making a purchase. The survey found users are interested in using AR features while shopping across a variety of product categories, including clothing (87% of respondents), furniture (85%) and tech products (83%). If AR features are offered, 64% of respondents said they were at least somewhat likely to take advantage of these features to virtually try on or experience products. (Ad Week)

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