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

Name	Company	Position
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.