How immersive tech benefits the event industry
Event technology is revolutionizing the attendee experience, and it’s becoming more apparent every day. According to recent research, the Virtual Reality (VR), Augmented Reality (AR), and Mixed Reality (MR) markets are steadily growing with an expected combined market of over $30 billion by 2030. Let’s see what benefits immersive technology is bringing to the event industry and how attendee experiences can be enhanced with Cappasity.
Why immersive technology is so popular among event organizers
Immersive technology like 3D, AR, and VR enables an engaging experience that enlightens attendees in ways that other technologies can’t. Thanks to the additional interactivity of immersive formats event organizers can keep their audiences interested throughout the whole event. Such formats also make it possible to maximise the excitement and deliver the types of personalized experiences that are sure to result in greater brand loyalty. All of this makes immersive technologies so popular among event organizers. According to research, 87% of event organizers planned to use AR technology, and 88% planned to use VR technology.
How brands use immersive technology during events
There are many different ways to implement immersive technologies into brand events. 3D technology is often used by brands for interactive marketing strategies, such as the opening of pop-up stores. For example, Jacquemus has launched the ‘Le Bleu’ installation at Selfridges, where Simon Porte Jacquemus reinvented his bathroom, transforming it into an experiential point of sale. Alongside the unusual interior design at their pop-ups, Jacquemus provided immersive experiences to heighten shoppers’ feelings. ‘Le Vestiaire’, another installation at Selfridges, transported customers through a surrealist swimming pool and rooms with 3D sensory experiences.
Source: Selfridges Press
AR technology allows brands to insert virtual elements into event spaces and venues for all new levels of attendee engagement. To give you an idea, during London Fashion Week fashionistas could visit a free immersive exhibition, ‘Redefining the Body’, curated by British Vogue’s editor Edward Enninful in collaboration with Snapchat. This exhibition featured a range of interactive installations from different designers — ranging from established brands like Dior and Versace, to quintessentially British labels (Stella McCartney, Richard Quinn) and newer, up-and-coming voices like Kenneth Ize and Thebe Magugu. Augmented Reality transformed each room throughout the exhibition into an engaging experience, providing the opportunity to interact with the designers’ visions and collections through AR lenses.
How to implement immersive technology into brand events
Immersive technology was unavailable to most brands until recently, given the difficulty of producing immersive content and implementing it into events. Cappasity is here to change that. We offer the first scalable solution for the fast production and easy embedding of 3D and AR content into websites, mobile apps, classifieds, and marketplaces. The solution includes the SaaS platform, software for content production, and API/SDK for integration scenarios. With Cappasity, brands can create interactive 3D Views of items within as little as 5 minutes per SKU and AR Holograms within 20 minutes, where it usually takes weeks. We’ve developed the 3D View and AR Hologram proprietary data formats to solve the problem of fast and affordable immersive content production.
Click the “Cube” icon to experience the 3D View in AR.
3D content created with Cappasity allows shoppers to interact with items as if they’re holding them in their hands: changing the angle of perception and zooming in to see all the tiny details. This additional interactivity helps them better imagine how the items would look and fit in real life. 3D content can be integrated into a brand’s website or demonstrated in a brick-and-mortar store on a virtual kiosk. This interactive demonstration of items would be ideal for brands that want to launch interactive marketing campaigns online or in their physical stores.
Click the “Cube” icon to experience the 3D View in AR.
Cappasity AR Holograms provide animated looks, allowing event attendees to see the materials in movement and the quality in detail. Brands can use AR Holograms not just for online shopping, but also for physical events. A store can print QR codes redirecting shoppers to AR Holograms so that consumers can better understand how the item fits. The consumer simply has to scan a QR code with their smartphone for exploration of a whole outfit in the surrounding environment.
On top of that, Cappasity is going to make its AR Hologram format available for Vision Pro users, opening up many opportunities for brands looking to engage their fashion show guests as never before. A brand can either hold an entirely virtual showroom using Vision Pro or provide the opportunity to examine fashion pieces in the headset after a real fashion runway. Estimating the look of fashion items in AR after the show greatly benefits the guests, since they can closely interact with the pieces they’ve just seen on the runway. Brands can also use AR Holograms to showcase some exclusive fashion pieces for their visitors.
To bring your brand events to the next level with immersive technologies, contact our team via support@cappasity.com
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