VAN CLEEF & ARPELS: REVOLUTIONARY POETIC AUGMENTED REALITY TIMEPIECE EXPERIENCES
Title | VAN CLEEF & ARPELS: REVOLUTIONARY POETIC AUGMENTED REALITY TIMEPIECE EXPERIENCES |
Brand | VAN CLEEF AND ARPELS |
Product/Service | THE PLANETARIUM AND LE PONT DES AMOUREUX TIMEPIECES |
Category |
E01. AR, VR & Mixed Reality |
Entrant
|
EMAKINA Brussels, BELGIUM
|
Idea Creation
|
EMAKINA Brussels, BELGIUM
|
Production
|
EMAKINA Brussels, BELGIUM
|
Credits
Santi Ploussos |
Emakina |
Technical Creative Lead & Motion Supervisor |
Stefan Dehaes |
Emakina |
Project Manager |
Benjamin Robson |
Emakina |
Designer |
Patrick Jones |
Emakina |
Designer |
Kris Meeusen |
Emakina |
Developer |
Yonic Surny |
Emakina |
Developer |
Marie Maillet |
Van Cleef & Arpels |
Timepieces Marketing Manager |
Describe the creative idea
Van Cleef & Arpels asked us to create its first AR activation to showcase its exclusive new ‘Planetarium’ and ‘Lovers' Bridge’ timepieces. The tool had to be striking, never seen before, and ready to also showcase future watches. ?
Don’t show off technology, create a poetic story using AR
Watch makers often focus on mechanical precision for AR projects. We took another road. Our Augmented reality experience tells a poetic story in a 3D pop-up environment around the real watches, complete with music and sound design. ?
Timepiece demonstrations, 3.0?
The app completely revolutionizes the way watches are presented to individual exclusive customers. The ‘salon hosts’ no longer only presents the watch in real-life on a desk. Their clients lead the discovery themselves. They indicate what they want to know and see and go on a captivating poetic journey with the watch at the center.?
Describe the execution
We agree, ‘immersive’ is an overused term. But here it truly applies
The app scans a specially designed physical stand for the watch. This is the marker that keeps the timepiece at the center of the experience. In “pop up” animation, striking visuals appear around the timepiece, unfolding the universe of the watch in all its glory.
The app was created with Unity in a full 3D environment, combined with tailor-made music and sound design. We also produced a master data management tool, for easy and multi-language updates, making the deployment of the app in all stores around the world easy.
A poetic journey in augmented reality
The customer sees the actual watch in its custom setting. Then, as by magic, the application adds a poetic reality and beautiful scenes come alive. For the ‘Planetarium’, the universe is created before your eyes, and planets align around the watch in the center.
For the ‘Pont des Amoureux’, you are part of the magic of a romantic encounter in iconic places in Paris, that pop up around the watch. When time is set to midnight, the lovers kiss and fireworks go off, and when you set their meeting time at noon, doves fly over.
Touch and go
You also discover more information about each object, without leaving the enchanting story of the timepiece. You tap on AR-images in the context of the story, and access a strap configurator, videos about the watch and its theme, technical data and a picture gallery, showing the watch from several angles and images of its creation.