Three Immersive Digital Experiences That Made Consumers Fall In Love

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Rumble Romagnoli   Contributor

Three Immersive Digital Experiences That Made Consumers Fall In Love

An immersive digital experience pulls you into a new or changed reality via technology, usually with the aim of allowing you to enjoy an activity or product without being there in person. These immersive experiences can take many forms - let’s look at three of the best delivered by brands in recent years.

Here are three of the best immersive digital experiences from brands

ASOS – An Augmented Reality Catwalk

Last year fashion e-commerce site ASOS launched an experimental augmented reality feature called Virtual Catwalk, which allowed users to visualise 100 different products by projecting a virtual AR model into their own home or space. Instead of just looking at models on the computer, this allowed the clothes to become more personal to each individual.

Then, during the COVID-19 crisis, the brand created another example of augmented reality, this time providing customers with a realistic view of up to 500 clothing items per week on six different models at a time when models could not safely come into the studio. This project used AR technology to enable garments to be digitally mapped onto models, taking account of the size, cut and fit of each item of clothing. This allowed users to stay engaged with the clothes and understand them beyond a basic on-the-hanger picture.

Tokyo's Tree By Naked - A Virtual Reality Restaurant

The work of Muramatsu, a famous visual artist, and Japanese chef Hiroto Etohito, this VR restaurant is as much about the delicacies as it is about the virtual reality experience. There are countless restaurants that can produce delicious food - in today’s market eateries need an edge, and a unique digital experience can provide this.

At the restaurant, everything from virtual tree branches to gusts of wind shoot across the walls and tables to illustrate the journey of life, and each dish tells a story, enhanced by sounds, lights, smoke, and scents.

For one course, diners don headsets and find that the seats around them have become occupied by virtual farm animals dressed in human clothes. For another, tiny, illuminated fish seem to swim across plates, dissipating if guests reach out and try to touch them.

Working in perfect synchronicity with the virtual reality experience, the dishes themselves are also exquisite, making sure that the illusion is not ruined by the ‘real’ part of the visit.

Man City FC – A Mixed Reality VIP Experience

What is mixed reality? It simply means a new or changed reality crafted through several different technologies.

In 2019, Manchester City Football Club integrated a shining augmented reality example into its stadium visitor experience, introducing an immersive tour in celebration of the club’s 125th birthday.

Users were able to use augmented reality to virtually interact with the football club’s manager. The immersive digital experience also included 3D holographic content and a 360-degree cinema screen. While this kind of experience is hard to come by in person, this virtualisation made it easily accessible to fans from all over the world.

Immersive digital experiences can offer a new and innovative way to connect with your audience, which is especially important as we emerge into this ‘brave new world’ shaped by the COVID-19 pandemic, where in-person experiences are diminished. If your brand has not experimented with them yet, now is the time to start.


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Rumble Romagnoli   Contributor

Rumble Romagnoli is the founder and president at Relevance, a full-service luxury digital marketing agency specialised in targeting UHNWIs. Rumble has 25+ years of experience working in digital and has helped over 200 businesses – from international companies to start-ups – navigate their marketing approach. He excels in defining online strategies and concepts for exclusive and luxury brands through digital marketing, especially for superyachts, aviation, real estate, luxury travel, hotels, beauty and fashion. In addition, Rumble frequently gives talks at marketing and digital conferences, and is also an adjunct professor of Digital Marketing at the International University of Monaco.