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Preview: Virtual Opulence
Global – In our latest microtrend, Virtual Opulence, we examine how brands are introducing virtual technologies to create new touchpoints for luxury.
- High-end brands are using virtual reality to democratise access to once exclusive experiences such as runway shows
- Retailers must be mindful that their messages fit the medium rather than focusing on the technological potential of new devices
Dior Eyes VR Experience by DigitasLBI France
Audi Samsung Gear VR experience
The Apartment by The Line VR experience by SapientNitro
Christian Dior is leading a new wave of high-end brands that are changing the rules around exclusivity and access. Working with digital agency DigitasLBi Labs Paris, the brand created Dior Eyes, a virtual reality headset that gives users an immersive peek at what happens behind the scenes when a ready-to-wear collection is launched on the runway. Seamlessly combining retail and entertainment, the experience offers consumers a new way of interacting with the brand while maintaining an aspirational distance.
The Big Picture: For more on how virtual technology is reshaping the luxury landscape, read our Virtual Opulence microtrend.
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