US – The Swedish retailer has demonstrated the power of augmented reality (AR) through a creative activation with Magic Leap.
Utilised for the launch of its new collaborative collection, H&M x Moschino, guests at the collection's debut show were invited to enter a room designed to imitate the multi-coloured stripes of an old-fashioned television. Once inside, they donned a Magic Leap headset, virtually venturing into the the world of Moschino, where they were able to explore pieces from the collection in vibrant detail.
‘This was an immersive fashion experience where you could step into the world of Moschino,’ says Emma Ridderstad, co-founder of Warpin Media, which worked with Magic Leap on the project. ‘Inside you could explore the collection, but also [experience] fun and interactive digital content connected to the campaign.’ As explored in our Augmented Retail microtrend, brands are experimenting with new ways to incorporate augmented reality and mixed reality technology into the buying experience in way that feels authentic rather than gimmicky.