With the code implanted in the tongue, Adidas have created a virtual 3-D world that can be accessed using a future line of five men’s sneakers. The project presents 3 games through AR, one based on music, one on Star Wars and one a skating game.

I believe AR has the potential to create cost effective luxury, as mentioned in the piece I wrote on the 16th Nov luxury is now about a unique and personalised experience, something that very limited numbers have access to, AR offers this in abundance – the potential personalised shopping experience in Liberties collating previous purchase and research information (linked to behavioural targeting within the Liberties site and the dwell times identified through AR whilst in store) to potential Nike tie Ups with artists that create limited editions only to be seen using AR.

As mentioned AR offers cost effective exclusivity maintaining or creating a brands luxury and high end appeal, massive amounts of buzz, as in the case of the potential artist and trainer tie up where the concept could be one in a hundred are limited edition, but only your webcam will tell you and for the store the potential to up sell without the overheads of one sales assistant to one consumer, leveraging knowledge not only from previous purchases but from research made by the consumer on the stores website – all in all we like AR.

Had a hunt around for some examples of augmented reality and the only advertiser that I found so far, that’s fit with luxury and premium is BMW’s activity for the launch of the facelift Z4.

With the likes of Mini, Toyota, Honda and BMW all venturing into augmented reality it would seem this is more than likely the way of car brochures for the future, as you can see the car from every angle and control it’s movement.

This platform definitely lends itself to fashion, with the potential buyer or consumer able to see the product at every single angle, check out the video below:
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