Great Cases of Luxury Brands that Use AR (augmented reality), MR (mixed reality) and VR (virtual reality)

New data suggest that the luxury market is on the rise. Given demographic shifts in the U.S. consumer market, we should be experiencing a luxury boom, not a bust.

The affluent are holding tight to their cash and carefully allocating their luxury indulgences to the categories where they get the greatest happiness return on their investment, which increasingly is through experiences and that’s where technology comes into play.

With this in mind, here’s a run-down of some of the best examples of VR, AR & MR for luxury brands.

1. BMW 3D Augmented Reality (AR)

The luxury car manufacturer is giving customers the opportunity to experience and explore BMW’s i3 or i8 with the convenience of mobile app. The technology aims to create real-size, interactive visualizations of the cars.

How does it work? Customers can download the app to their smartphone and then hold their device in front of them to visualise the vehicle in the context of their environment. Through the app, they can then explore the interior and exterior of the car, interact with its features (like the car’s lights or trunk), and customise its colour and wheel rims with the tap of the screen.

“We strongly believe that partnering with new technology reinforces the message of our brand,” says Andrea Castronovo, BMW Group’s VP of sales strategy and future retail, “which is innovation and being close with the customer.”

This technology is rapidly growing with companies like Blippar, who are the forefront of Augmented Reality with providing business solutions to enhance brand communications.

2. Rémy Martin with Mixed Reality Experiences (MR)

Luxury cognac brand Rémy Martin has become the first to launch a global consumer Mixed Reality experience using Microsoft HoloLens.

The “Rémy Martin Rooted in Exception Experience” is an engaging and educational way of informing consumers of the cognac brand’s specialism in Cognac Fine Champagne.

Accompanied by the voice of Baptiste Loiseau, the Cellar Master of the House, the user approaches a 3D table with topographical design and a stylised map of France. The user then discovers the processes that create Cognac Fine Champagne, such as the region’s weather conditions. The complex flavour notes of the champagne’s essence, Rémy Martin XO, are finally then revealed.

The “Rémy Martin Rooted in Exception Experience” has been designed so that four users can share the experience together. This allows for groups of consumers to participate in public settings, pop-ups and points of sales.

With more and more making mixed reality more reachable to the average consumer and not just gaming enthusiasts or developers. Luxury brands that have not yet tapped into this technology may find themselves playing catch-up as mass adoption rates rise.

3. Audi Virtual reality (VR)

This campaign, which integrated VR into its content marketing strategy for its SG50 project as well as the launch of its new Audi A4 during the Singapore Motorshow. The initiative saw more than 6,000 participants using its VR application for SG50 and over 1,200 people experiencing its A4 application during its launch.

“Having a sales KPI for such a campaign would have killed the idea. In this way, the pressure of sales was lifted and the team had the freedom to come up with ideas,” says Anna Bory, general manager of marketing at Audi.

Choosing to use VR fitted the brand’s progressive mindset which places innovation at its core. It also allowed customers and prospects to experience the brand and its products in a whole new way, complementing its more traditional campaigns.

“VR will help to support the sales team at point-of-sales. Maybe one day, virtual test drives are possible,” Bory said.