Designed by Digital Law & Kenneth, the audience for designer Anita Dongre's collection at Lakme Fashion Week experienced the launch of Godrej Interio's latest furniture - Freestile - on the ramp through an augmented reality stunt.
'India's first augmented reality-based fashion show' as the agency calls it, featured models walking the ramp, interacting with the furniture that appeared on the ramp, taking the audience by surprise.
While noting that this is just an example of the innovative extents brands are willing to go these days to connect with consumers, Jaya Bhatia, vice-president, Digital Law & Kenneth also mentions that the entire augmented reality bit was painstakingly executed through numerous rounds of rehearsals and coordination with show choreographers.
Technical partners Hungama Digital and event organisers White Leaf Entertainment helped execute the experience.
Anil K Nair, managing partner, Digital Law & Kenneth, says, "Godrej Interio's augmented reality stunt at Lakme Fashion Week for me had two highlights - near perfect integration of technology, brand promise and prestigious event and, on the other hand, a great example of brand immersion of high order in the future of engagement."
"The experience not only redefined the concept of augmented reality but complimented the event perfectly. It was a breakthrough simply because we experimented with a new territory of interactivity," says Dinesh Swamy, creative director, Digital Law & Kenneth.
Bedraj Tripathy, senior general manager, Godrej Interio, says, "With the advent of newer models of communication, digital is slowly being streamlined into mass consciousness and will become an integral part of brand building activities. With Design HQ - a platform that fosters cutting-edge design and innovation in furniture, the concept beautifully complimented our thought."